1. Non SSL/TLS sites get marked as insecure. With recent events (ISP allowed to sell your data) this seems like a no-brainer.
2. Self-signed certificates such as Letsencrypt get a normal status.
3. Extended Validation SSL (or however they are called) get the green lock to mark them as trusted.
About your first point there's a huge chunk of the internet who doesn't even speak English so I'd say yes.
Regarding countries that don't use latin letters, examples:
http://www.alexa.com/topsites/countries/RU
In contrast, Japanese or Chinese people almost never use English characters mixed with their own on a day to day basis.
The alexa results is really interesting, but I think the whole unicode in the url thing is recent (or at least browser support), right? so it would make sense for unicode urls not to be so popular yet. Or it might just be that way, I'd love to see say the top N sites what % use punycode to see if it's relevant or not.
What?