I don't know if it's because Avalon is just easier or it's more visual, but I and practically everyone else who has played Avalon has cottoned on really quickly about different strategies, but people have been sitting in the dark a bit more with Werewolf.
Werewolf (and by extension, One Night Ultimate Werewolf) is a game that I find to be harder than Resistance/Avalon. Resistance/Avalon is probably a simpler game, because there is more structure to the way the game proceeds, with missions and teams and voting and such. Players start with more information, and the structure of the game and the voting gives players more information as it goes along. There are also less roles confusing things.
Werewolf, at it's simplest, is still pretty difficult. It tells you "there are werewolves in this group, good luck trying to talk your way into figuring it out". As a villager, you start with no information and have to come up with the deductive tricks on your own. Even as a Werewolf, if you want to stay alive, you probably have to be more of an active participant in throwing the group's logic off somehow. Otherwise, people are just going to pick you at random. Throw in some tricky, confusing roles, and it's quite a puzzle.
I tried playing both Resistance and Werewolf recently with a group of people who were fairly new and casual board gamers. They caught on to Resistance pretty quickly, but it took them playing through the first game to really get it. They immediately wanted to play again, and loved it the second time.
Werewolf, on the other hand, was more difficult for them (they played it after), and it didn't quite click for them even after one play, probably because of how little direction it has.
I think both games need practice for anyone to get good at them. Lying is something that doesn't come easy to some people, and lying to trap others liars is even more of a skillful thing to do - but it feels awesome when you do get it right.
