I'm not so sure - Trek's insidious. It's seeped into the public conciousness without the mega success of Star Wars. It's influenced the design of all sorts of real world gadgets and I wouldn't be hugely surprised if you showed non scifi fans in the street photo's of characters Kirk and Solo, if more of them could name Kirk.
That's irrelevant. The average Joe will not see a Star Trek movie because the cell phone is "based on" the communicator. When I talk about the cultural influence, I'm not talking about intrinsic. I'm talking about popular (and the extent of "intrinsic" influence of ST has been greatly exaggerated).
Darth Vader is "awesome"; Spock is "nerdy." That's the general impression.
And no, Trek will never be in anywhere the same league as SW at the box office.
Precisely my point.