One thing that may skew the results is that this survey represents the actions of the respondents, as opposed to their nature or inclination. For example, I rarely play, but would like to in a casual setting, but no tournaments. Most of my time in the hobby is spent painting as a result of work schedule, commute time, living 40 minutes away from the closest store, family time, etc. I answered play sometimes, but mostly just collect, but the reality is that group will end up including both people who want to play more but can't, and people who aren't as interested in playing.
Having said all that, the results are certainly telling about the nature of visitors in a small sample size, and I think underscore the balance issue: GW doesn't need to balance better because more hobbyists don't or barely play than attend tournaments. I would be interested to see a follow-up survey at some point that looks more to how people would like their hobby to be, for example, would like to play more casually, would like to play in more tournaments, prefer to play at home, prefer to play at a store, prefer painting to playing, prefer playing to painting, etc.