My experience talking to people at work is that they don't understand what's available and are confused by the jargon - urban, hybrid, fixie, hardtail etc. They know a bike by what they see in Halfords/Tesco/Argos and by what others seem to have. I guy I work with wouldn't go into the Local Bike Shop (LBS) because he felt intimidated and that you had to be a proper cyclist to buy anything from somewhere like that, so he bought from Halfords because that's where he goes for bits on his car, and he bought something he recognised, chunky tyres and suspension 'because that's good isn't it?'