The point is, with all the advertising in North America, people who aren't Trek fans went to see Star Trek too. Legions of them.
Somehow I highly doubt that. I've been reading here and elsewhere stuff like "I've seen this ten times already!" from a lot of Trekkies. I think the movie missed that "new audience", it was the old Trek fans who went in there six, seven, ten times and boosted up the box office.

We've got money, we haven't got that much money!
Plus there are all the comments in here of people taking nine or ten friends with them, none of whom were Trek fans who really enjoyed the movie and said they were then going to take their friends.