I find the contrary true when performing to friends... most of the time, when down the local watering hole for example, I get hounded for tricks.
Now, to clarify: I'm far from a magic geek. I have a life outside magic, and I'm renowned for my (rather long winded) jokes as well.
I think it's important to set out NOT to go and wow your friends. Usually, I keep a deck of cards and a TT in my pocket. You'd be amazed at how many people actually find great entertainment from just those two items.
Of course, coins are freely available, as are other items which can be magical: beermats, sugar packets, crisp bags, peanuts.
It's not uncommon for me to be sitting with a couple of chums and the barman to come over and say "Here he is, hey Chris, can you show JoeBloggs here that trick with the four Aces?"
Sometimes its' a chore, other times, its' flattering. And it can even get you gigs.
Play it down, don't be a showoff, and don't force the effects on people.
Take it eeeeaaaassssyyyyy
As for family—my BEST guinea pig is Mrs Seige. She's a brick, truly. She helps me tremendously, and as she's always available, I can rely on her to 'have a quick look at this trick I've been playing with...'.
When I was younger, my parents used to be my enthusiastic audience. Mom was pretty passive, always full of wow and praise, whereas the old man was more critical and analytic in his comments—which was no bad-thing.
It's very important to take ANY criticism on board and learn from it, rather than be deflamed. Positive critiques are fantastic, but within friends and family circles, it's not uncommon for positive comments to be anything less than patronisation.
Negative comments from friends and family are actually a lot more helpful, in my experience, as they let you know quite sincerely what they think. If they're bored by your magic, perhaps you may want to consider fizzing it up a little?
I always remember meeting my 'in-laws' for the first time. As an ice breaker, I performed a reasonably crude impromptu trick at the dinner table, which was basically to pour a load of salt and pepper into my fist, and then vanish it. (I was nervous, OK?)
It went down like a lead balloon. I felt such a pillock. I could feel myself blushing. What HAVE I done!
However, a bit later on, I managed to regain my standing in their ratings by doing a 2 hour stint of coin and cards, after which they were thoroughly satiated and exhausted (as was I) and quite bewildered.
The moral of my story was: don't impose your skills on a situation, and get your timings right.
People KNOW that I love magic, and as such, I wait for the invitation to perform. Always be prepared, and always be prepared to wait your moment. That way, you will go far higher in their estimations.
WHAT IF THEY NEVER ASK YOU TO PERFORM? Then wait until you have a KILLER effect up your sleeve and worm it in gently. A killer effect is worth it's weight in gold—and given the right situation, you may just get your brownie points back in credit.
AND REMEMBER: lots of people don't like magic. They will find you cocky, and will do their damndest to discredit/reveal what you've just done as a cheap trick. If you have any doubts at all about your audience, best bet is to keep your hands in your pockets.
Why do they do this? Perhaps they're jealous of you getting attention for doing something they can't?
More likely is the fact that MAGIC is about fooling people. It's a deception. People sometimes object to this. And for this reason, try and break the ice with a passive effect that doesn't make someone look stoooopid!