In my opinion, someone who just owns Bitcoin isn't a bitcoiner. There are less than 100k Bitcoiners in the USA, by my anecdotal experience.
I saw that troy cross survey that suggested that all kinds of people own Bitcoin but I think if he surveyed those participating in the culture of Bitcoin then he would find much more narrow results.
However, I do agree that more people are aware of Bitcoin and have Bitcoin than ever. I give tours of my homestead in which I talk a lot about Bitcoin, and in the past most people had no clue about Bitcoin. If they knew about Bitcoin all they knew was fud. Now, most people know about Bitcoin and have some or had some at one point. They still have no idea what to do with it or how to use it. They just hold on the exchange and are waiting to "take profits".