I doubt that only 10% of people are dealing with unicode. Rough estimate 10% of the world speak English as a first language and almost all other languages are written with (at least some) non-ascii characters.
In my experience (I'm from the 90% part of the world), people new to programming and python stumble really early into some (to them) hard to debug (UnicodeDecodeError: ... can't decode byte) errors in python 2. Then it's time to explain the whole strings are not bytes, unicode, encoding and so on thing. In python 3 that's also needed, perhaps even earlier, but bugs are much easier to fix and programs fail on the first run, not when you finally enter some non-ascii characters.
In my mind, python 3 clearly is superior to python 2, and would be even if nothing but the unicode support changed.