Far more than 10% know about it - but they don't know that much! However, the demographics are changing fast as younger users are coming in. Bitcoin was high at 100 dollars for many, 1000, 10000 and 30000 it will only be higher at 100,000 and a million. However, people have to consider there own position and what is the right path for them - too many though are looking to pay next week's bills, not every bill they will ever have for the next 50 years.