Hi – I'm the education, right here. I worked as a tech in a mom-and-pop service shop for a bit over two years. People would come in with spyware-infested machines, and rogue antimalware products were often involved. They'd ask why it happened, and we'd explain. And they'd have questions, and we'd explain. And they'd act like they understood, and thank us, pay their bill, and head on their way.
Several times, they came back in again with more of the same problems a few months down the road.
People don't want to have to think, and common sense security – the best, most effective kind of security – requires conscious thought.
And actually, I'd say the situation is somewhat better with older people. If you can make them understand (analogies work best, I find) what's being dealt with, they're much more likely to latch on and do (or not do) what you tell them to.