I work at a large university and I can pay using Apple Pay just about anywhere on campus. I can even use it at many vending machines. Even so, I sometimes still get strange looks when I go to pay for things with my Apple Watch. Maybe it's just because it's my Watch and not my iPhone, as most college students have iPhones but not Apple Watches. But I really think that there is a marketing issue here as I see a lot of students with iPhones and they don't use them to pay. You'd think they would be at the forefront of using new tech.
Furthermore, there isn't anywhere in town where you can buy groceries with Apple Pay, among many other retailers. It's really bizarre how many companies still haven't upgraded their terminals for chip readers, even though they are now required and will be responsible for any loss incurred, much less NFC. So since there isn't wide adoption, the places that do offer it don't see many people using it, because people forget that you can do it. I try to be really cognizant of what retailers offer Apple Pay and I follow Apple news closely, and even I often forget that Best Buy, Kohl's, Toys Я Us, Staples, GameStop, PetSmart and Big Lots offer it. The only place I consistently remember is Panera since they were one of the first, and when I do try to use it at Big Lots, it always has an error—but that's not really surprising given the store, lol.