Looking at European geoTLDs, my impression is that they are more often used by official agencies ie regional employment agencies etc.
You sometimes see the URLs printed on the buses but I don't think they are not popular at all. The ccTLDs are dominant.
For example, the city of Paris enlisted some prominent end users like Tower Eiffel as '.paris pioneers' but in the end we are talking about a hundred of 'trophy' domains and the companies continue to use other domain names like .fr in parallel...
IMO these geoTLDs mainly exist for political reasons and it's a waste of taxpayer money.