Well first of all, it took me a while to get to the stuff I listen to now, but it was only because I was very interested in exploring other genres of music. I started out listening to rap since about 9th grade, I never though I would listen to metal, I always said I hated it and thought it was gay, the only rock I listened to was Linkin Park. Friend of mine introduced me with Tool, which I know is not metal, but it was the only other rock band I've heard, and I enjoyed it, then he sent me a song by "Dry Kill Logic" which I know is a shit band, but I kinda liked it. From there on I started discovering bands by myself, from Slipknot to Nothingface to Killswitch Engage, to the stuff I listen to now.
My family doesn't really listen to any metal, my older brother listens to rap and believes I worship the Devil, my parents are old and don't listen to any music, just Brazilian samba and their country's music.However, my sister who is 13 years old grabbed my iPod one day and enjoyed listening Evergrey and Cradle of Filth, now all she talks about is Evergrey's new album, so it looks like their might be hope for her.
As far as friends go, I only know 2 people that actually listen to death metal/black metal. Another friend of mine who listened to a lot of the same music back when I was listening to metalcore and nu-metal, listened to a few songs on my iPod now and thought most of it sucked. I put on a Hypocrisy song and he says "dude, this is gay I don't like it", I replied "dude stop listening to Slipknot" and he just kept babbling on about how Slipknot is better then the bands I had on my ipod
I believe that metal isn't for everyone, for some it appeals to them and some it doesn't, they will never get past the myth that it is all about death/violence/satan and "All they're doing is screaming, I can do this shit."
Until people get past these myths, they will not see it my way, and look at metal a unique form of music. Some call it brutal, I call it beauty.