On a lighter side, this study reinforces (by a small quantity, due to all the caveat outlined in the comments) my idea that women are as promiscuous as men, but they are culturally forced to lie about that: not really big news.
Keep in mind that this study only reflects upon individuals born between 1978-1985. Based on the recent increase in entertainment promoting promiscuous behavior (ie. the American Pie series, EuroTrip, ), I expect that current attitudes (of 18-25 y/o's) would differ, even from those in 2003.
Well, the study has its limits, and this could be another one of them, so as I said it's far from conclusive. However, in this particular case, I wonder if the kind of entertainment that you indicate really nudges young adults sexuality or limits to expose a widely known but denied truth (in Italy we say "Punchinello's secret", also when someone declares that he has discovered something that everybody else knew very well in advance, it's said that he has "discovered hot water").
I'm thinking for example of pornographic movies, that exist...
From The New York Times:
So how sketchy is the research on human sexual behavior, anyway?