Just quoting percentages is useless, numbers can be made to say anything.
Annother way to look at it is, at the decade start QF had 34.5% of 16M pax or 5.52M pax. Now the QF group (QF + Jetstar) have 27.6% of 25.6M pax or 7.06M pax. Thats 27.8% growth over the decade, for the QF group.
Looking at QF mainline vs Jetstar, mainline has gone from 5.52M pax to 5.38M pax, a slight reduction and Jetstar has gone from 0 to 2.2M pax. So thats where the growth is for QF. But its not all doom and gloom as per the headline.