It cannot be stressed enough how many new people have come into the franchise through the new movies. Adjusting for inflation, Eps VII and VIII have the two highest takes of any Star Wars films in their first runs. (Where you remember that the older trilogies have had the advantage of multiple theatrical runs, different releases and so on)
The new characters (Rey, Kylo, Finn, Poe) have been very popular with these new fans, younger fans, those that entered the franchise in the years after Ep III and a not inconsiderable portion of older fans as well. They're not topping polls as yet, but that's hardly a fiar metric. The older characters, especially the original trilogy characters, have the advantage of being ingrained into our consciousness for four decades. They are, however, allready passing most prequel trilogy characters.
Now speaking as a cranky old man who saw Ep IV before he was born, Rey is probably my favouritest Star Wars character ever.