Total household debt de-leveraging is common in a poor economy like this one and has been steadily declining since the financial crisis. Even in a low interest rate climate, the demand for consumer credit has diminished. I don't think these trends are the result of debtors having learned their lesson, it's more like a demonstration of just how weak the job market is and how much uncertainty remains.
Part of the reason ppl are paying down debt is they didn't trust this bull market and nobody wants 0.25% on their money market account.