When I was growing up in Indiana in the late 80s and 90s it was considered an old woman game. Maybe it was just in Indiana, but old women played it everywhere (even church), hence the stereotype.
In Japan it is a very competitive gambling game. Maybe similar to poker in the States. Usually college-age men get really into it. Outside of colleges, there is a heavy yakuza feel to the game. Watch yakuza films and you are bound to see them playing it at one time or another.
Yeah, I totally get that about the Yakuza. That is what I was referring to about the back of a laundromat. Well, the aunties aren't young, so you could be right about it being an old ladies game. Scrabble was pretty lame too until words with friends came along!