Thats an interesting staitistic but I am afraid it is misleading. It is inarguable that Rugby is the new Zealand national game. Very few people play soccer and it receives no funding for what it is. It receives funding as part of the government sports package/push play package, but not like Rugby, which receives massive funding boosts to ensure we stay the best/one of the best in the world. Most people don't even know we are trying to qualify for the world cup.
This data relates to the period 1997 to 2001. Some care needs to be taken when interpreting it. For example, "Top Sports and Physical Activities" above gives Rugby Union as the fifth most popular sport for New Zealand adult men with 137,100 participants, and soccer as twelfth most popular with 83,800. Neither Rugby Union nor Soccer appear in the top fifteen sports for adult women. On the other hand "Participation in Sport" states that 158,100 New Zealand adults participated in Rugby Union in the previous twelve months and 143,300 New Zealand adults participated in soccer; a difference of 60,000.
The top five sports played by men are:
26% Golf
15% Cricket
14% Tennis
14% Touch football*
11% Rugby union
* Less physical form of rugby
Historically, rugby and netball dominated team sport in New Zealand
Also consider, all three of our rugby competitions receive television broadcasting. We have three national competions, Heartlands Rugby, National provincial Championship, and we are part of the Southern Hempisphere Super 14. All of these receive broadcasting, even though, for things like Heartlands rugby, the clubs are only part of small towns with very few members!
We also have a 'Rugby Channel,' essentially a subscription viewing channel dedicated completely to rugby and shows about rugby.
We have none of this for a football. Our only national provincial competition receives no coverage. Only subscription will show A-League games, in which we have one team, the Wellington Phoenix.
You can't be so black and white with your statistics.