To be honest I am surprised that figure is as high as it is. Arguably it is higher than most major airlines out there where I would reckon 80% of frequent flyer miles are earned on the ground. Which I suppose begs the question, why is that figure so high? I think part of the problem are things like frequent flyer miles aren't as in your face as they are elsewhere in the world. For instance, yes you can earn Qantas Frequent Flyer miles shopping at Woolworths, but only if you manually go into your account and activate the automatic Qantas transfer. Similarly, yes there are Qantas branded credit cards, but they are mixed in with a bunch of other rewards credit cards which either don't convert to frequent flyer programs (i.e. simple cash back) or do convert but again, you need to go into your account and manually transfer over.
Relatedly, some of this has to do with the amount of coverage these programs get in the media. Whereas it seems every few days the likes of Brian Kelly are on Good Morning America or elsewhere, there isn't the same level of coverage here in Australia. In the US there are dozens of major blogs which cover this and spend considerably on advertising on the various social medias like One Referral at a Time, The Points Dude, View from the Wing, etc.
At the same time, I think there has been a lot of negatively publicity about QF in general and more specifically about QFF (i.e. the lack of award seats fiasco the media seems to be harping on about). To be frank, I am not seeing such struggles, and I think Qantas actually has a fairly competitive award chart (something which cannot be said for the likes of DL or UA where prices can be millions of points for a single J trip). Qantas Points club is a smart idea, I think providing status credits to people flying Qantas or partner (i.e. BA Avios) issued Qantas classic awards is a good idea and is something that UA and DL have been doing for some time. Could Qantas do more to incentivize the collection of points? Absolutely. One need only look elsewhere and see that points could be used to pay for things like neighbour free seating or priority seat selection for instance. Offering members to buy into the lounge by paying with points and making that the only way to get in (other than with status or flying BusinessFirst or GlobalFirst) would also make the points stand out.
-RooFlyer88