how come its still falling?
Because the demand for BTC is dwindling and there's still no light at the end of this tunnel.
I don't think the demand is dwindling, it's the supply that out paces the rising demand for the moment. But that will change.
There is a growing number of long term holders, it grows every single day. Today only 130,000 people can own 100 coins. It is actually far less than that because probably 3.5 million of the coins are owned by a select few (
http://bitcoinrichlist.com/top100 + satoshi), so that leaves only 95,000 people that can own 100 coins. We are likely not at 95,000 long term holders yet or even close as the price would be through the roof.
Hodlers are still growing every single day and will not stop probably ever, if it slows down the next bubble takes longer. If anything jolts long term hodler investment, then the price will spike.
All we need is a catalyst. When the price was so far away from the holder base good news has little impact. But the price and the holder base is getting closer every single day. A single big investment into Bitcoin (beyond a few million) can constrain supply so much that we will gap up thousands a day.
I am guessing this will happen late 2015 or early 2016.