From the Wiki-Standards mailing list:

Ben Elowitz at WetPaint just commissioned a market research firm to study what the average American thinks of wikis. To summarize, they don't actually think of wikis at all:

And the result was that only 16% of the US online population is familiar with what a wiki is. Even if you just look at the online trendsetters (18-34 year olds), only 27% of those online users are familiar with wikis....
Digging in a little deeper, the folks who 'get' wikis are still pocketed: it's West Coasters (20%), dominantly male 18-34 year olds (35%), single (28%), and college educated (21%). Compared to the other categories we looked at, wikis have a much more distinct profile - the others have already crossed to the mainstream much more.

Link to Ben's blog post
http://www.wetpaintfreshcoats.com/?p=20

Ben has also been nice enough to share the actual survey data with all of
us: http://www.wetpaintcentral.com/page/Wet … i+Research