I believe it's mostly people who are hearing things from the media who are preferring not to use bitcoin because of the negative news
The media have a negative impact on bitcoin's PR. Most of the time it's about bitcoin associated with drugs deals and criminals.
That's bad, there is more to bitcoin then that.
It's a big shame from the media. The worst thing is that the average joe takes everything for granted. I know some people here that think Bitcoin is just a ponzi scheme. No matter how many times I explain them what Bitcoin is and what it can mean for them, they still think the media is right. Instead of doing their own research first, they take fud from the media for granted. It's really sad.