An American, for example, can be represented by freckles on the face of the character or an elongated nose. Small nuances like this help define the character and give them individuality from each other. It's expensive, it's not for everyone, and in some places it is very hard to get a hold of. It's only huge because it's so hard to get. There are many different types of people who watch anime, but the most common anime viewers come from one of 3 core groups.
Anime tends to be more popular with men than with women.
In Japan, though, it's not nearly as restrained. Anime is everywhere over there. And anime over there is most definitely not just for kids. Granted, there are shows made of kids, but there is an equal amount of shows for grownups, too. Dark, violent and controversial, it's most definitely NOT for kids.