It only takes one time of having your account locked by facebook or google and said people are automatically convinced of the obvious advantage of being in control of your own data.
Same with backups, lose your data to drive failure or theft once and suddenly having a backup strategy becomes a priority.
But as long as they have not been bitten once they don't care enough to actually do something proactive.
They usually resolve those with access to their data. Their computers getting trashed by malware or breaking is different. It can cost money to do recovery that might give them nothing. That concern is the more common case.
Same with backups, lose your data to drive failure or theft once and suddenly having a backup strategy becomes a priority.
But as long as they have not been bitten once they don't care enough to actually do something proactive.