Further to this, you shoudl check out the thread asking people who has 1btc or more. Im gobsmacked that 90% of the people there dont own a whole coin. If you made assumptions that 50% of the accounts on ths forum don't own a whole btc then you can see how any sorts of surveys, traffic counts etc can be deceiving.
It is quite an eye opening read. On the flip side if Bitcoin was truly popular barely a soul would be capable of owning a whole coin.
There are several leaps to make for a coin owner. Hearing about it, knowing about it, properly understanding what it entails, wanting it and then actually getting hold of some. That process might take years for certain people and most would fall at the final furlong.
Lots of people make lots of noise but most don't have the spare cash or the balls to actually own any.