The newer generation of people have absolutely no idea about cardinal directions, even though when they enter the highways there will be signs telling them which direction they are headed.
I'm the opposite, I'd rather have someone give me directions in cardinal points rather than colloquials. Places where they've done this to me were NYC & New Orleans, using local colloquialisms like uptown or references to the river.
Cardinal directions can be understand almost anywhere else on Earth, but not in the U.S..