* Lack of commitment - some heard that it's not so safe to keep a wallet locally and hope that an online business may cover the loses when something bad happens; they don't want to care about security, they don't want to buy a HW either
* Lack of understanding - many don't understand the difference between a wallet and an account. They see bitcoin like the cash in banks.
* Shallow understanding and laziness - "I can access it from the internet anytime" "I can transfer for free to my friend's account (inside the same platform)".

Keep in mind that the majority of people having bitcoin (or other crypto!) don't read (or read from wrong sources), don't care, and if they visit this forum they might do it only to earn some pennies.