Here in Austria - Vienna not long ago almost no one knew about it.
One guy thought I was talking about printing holograms until I showed him a print.
I'm not sure how it's now since recently there where some news about 3D printing in the mainstream television media.
The first "offline" shop in Vienna has opened recently - thus I guess it won't take too long until a more widespread knowledge will emerge.
Up till now I had to explain 3D printing to each and every one except at the reprap-wien meeting.