Present simple x continuous

With scientific facts, to say something is always or generally true.

For temporary situations.

With some stative verbs such as BE, HAVE, TAKE, THINK, DEPEND, APPEAR... but this usually changes meaning.

With ALWAYS for habits which we may find annoying.

With stative verbs. These usually relate to states, thoughts, emotions and senses.

When we are talking about permanent situations, and a particular time reference is not important.

For routine or regular repeated actions and habits.

For changing / developing situations.

For actions happening at the moment.