I've never really been one for e-wallets - maybe I'm too traditional (or too old). I'll use my card or EFT's for most purchases. I was taken a few times by a US-based company (can't remember the name offhand) a number of years ago, and haven't really looked at them since.
From an appeal point of view, maybe a bit more "layman's marketing" on how they really work, not the pull-marketing to draw you in. I would want to know about the nuts and bolts of the security, what it can do or be used for without pushing me to select sites, etc.
Many people are still very apprehensive when it comes to loading money/funds into something that is not tangible and stored in the ether of 1's and 0's...
My experience with feedback from people is e-wallets "seem" quite complicated to use if you're targeting a novice user or non-tech-savvy person. Remember when ATM cards were introduced? They had a very slow uptake initially, but now they're commonplace in 99% of people's lives.
Maybe given some time, people will accept this is the way things are going, and although the concept is not new, there's a lot of convincing to do to win public trust, particularly in these hard financial times.
