The headline is wrong. The article states that one in three broadband subscribers admits to being a pirate. That not only means that the real number of "pirates" is higher (amongst the questioned population anyways) but also that piracy is socially accepted to the point where many people freely admit to it in a random poll.

This is not really news anyways. Similar polls have been consistently returning similar figures from all around the world, for years. The physical media industry is dead, news at 11.