The user needs to evaluate for his/herself the cost/benefit of an "obvious" efficiency tool, such as macros.
If the function to be automated is one that they rarely use, then there's just not enough benefit to justify learning it. In addition, if the user is intimidated by the perceived complexity of learning the tool, then they may evaluate the "cost" as being too high.
On the other hand, functions that are used over and over, and have some degree of complexity, some chance of human error, and some time required are excellent candidates for automation.
Non-technical users may benefit from someone creating macros for them, even though they'd be intimidated by the idea of creating their own. They may prefer that someone install the macros and give them cookbook instructions on how to use them.
More advanced users and those who are more aware may actively ask for help in creating macros and, as they understand the possibilities, give feedback on improvements to be made, even if they don't feel confident making their own.
The ones most likely to make their own macros are those who are more comfortable with technology. Unless they've been unaware of the capability, they are probably creating macros of their own.
It all depends on the application, the users, and their relative sophistication.