Well, you do have to account for the difference between enjoying watching or reading something and wanting to actually do that thing. That's a real difference.

For instance, most people who enjoy murder mysteries or horror movies wouldn't want to be involved in a real life murder or zombie apocalypse.

I like historical novels about the Age of Sail, but that doesn't mean I want to actually have scurvy, and certainly don't want to have people firing cannons at me. :-)

Sales figures trump surveys, every time.

It's just really difficult to prevaricate when you're speaking with your dollars and euros.

In all likelihood, the phone survey results are skewed slightly just because people feel less anonymous with that technology, particularly now that phone numbers are more closely connected with a specific person than with a fixed location.