Owning bitcoin is not complex. Spending and protecting them takes time to learn.

I truly believe bitcoin is too complex for the average shopper right now. We need a secure contact-less medium, similar to a credit card, to bring high street shoppers interested in bitcoin. Changing people's daily habits is difficult. I am fine with bitcoin staying off the high streets and focus on cross-border "internet" payment system. This is the real strength of bitcoin.

Security is a major concern with owning bitcoins. Fortunately, we are starting to see a fall in hardware wallet prices. When hardware wallets become common, newbie bitcoin users can secure their coins easily at a low cost. Having the most complex part taken care of, bitcoin should be simple enough for the average.