I'm one of only two (maybe three, I haven't checked in a while) people I know who connects their iPhone to iTunes for syncing (and, more importantly, backing up).
Pretty much everyone I know - particularly non-Mac users - has never connected their iPhone to a computer/iTunes. And as much as I'd like to say "it's because they're all using iCloud", I can't...these people have never backed up their phones, anywhere, to anything!
It's gonna be ugly when the inevitable occurs.
But I'm tired of beating the drum. Let some of them lose about 300-400 cherished photos/videos and maybe they'll realize why it's important.