Is alternative medicine widespread but not widely used?

When it comes to debates and reasoning, alternative medicine proponents used to refer to popularity and customer choice issues (instead of efficacy). However there are several thorough surveys that seems to show that the use of alternative medicine is not at all so widespread. Does everyone speak about it but only a few using it?

Alternative medicine use in the UK

NatCen – Britain’s largest independent social research agency – launched a blog series where they plan to go through the European Social Survey data to know more.