For example when site admin says "I want new archive that I can fill with items, items will have Id (automatically), Name (string), IsMale (bool)". He also want to do complex queries on this data as well. That's where NoSQL comes to help.
And to answer why exactly MongoDb is so popular - it's because it has awesome driver support for every popular language.
I don't understand what's so hard to understand here. It's a simple solution to EAV/nulltable nightmare.