I'd say aprox a quarter of whats stopping people from using Bitcoin is the media made conception that Bitcoin is associated with criminal activity.
There are actually a lot of reasons stopping people from using bitcoin but you are right, that is a big reason in some places where media is working dawn to dusk to kill the positive concept of bitcoin from the minds of people, and the people who were never aware about it are believing it with blind eyes without doing their own research about bitcoin.
Media can affect all layers in our community, and change people think about bitcoin with instantly. and we know a lot of people is easy to believe with media before they can check about the truth of the news.