Well of course, we have The Internet. Even people who would be embarrassed to buy it in a shop or stigmatised if members of their family found physical media can view it online. Covering your tracks there is as easy as 'Clear browsing history'.
I'm surprised they were shocked by the results of the survey. Everybody knows all men look at pornography, some of them just won't admit it because of the social / moral appearance they want to project. A study of whether women consume pornography in such large numbers now as well, and their attitudes to it would make for more interesting reading.
40 minutes three times a week? Heh. I couldn't possibly comment...