It depends who and where you are doesn't it? If I were a business owner who traded across the EU I would vote to stay in knowing it would continue to enrich my trade. If you are in one of the more neglected areas of the country (which is the fault of lack of government investment as well as EU pressures) then you might not see such an advantage in that trade.
Some dislike the remoteness of the EU institutions who we get little or no say in.
Some just look around and see how crap it still is and think why not see what a change does.
Financially we might be better off in the EU but that doesn't necessarily translate down to we plebs. A stronger economy should but that's only when investment is offsetting those pressures on local services.