Instead of focusing on trying to justify our own piracy habits by dismissing upfront piracy is responsible by loss of sales (in a kind of mind game that can only result in us lying to ourselves), we should instead try to support the notion that piracy does exist, it does affect sales, not just maybe to the extent these reports show.
Because it's only with a piracy well aware society and with a genuine commitment to reduce it, that we can ever hope to have the necessary weight to deal with the real problem that plagues intellectual property based industries; copyright laws.
Do not ever, not even once, think that we will ever be able to change copyright laws by ignoring the real fact that piracy does exist and it seriously damages both business (particularly small retailers and independent artists of all kinds). The only way to fight the current draconian copyright laws and the draconian protection measures around these laws, is to fight piracy and to fully admit to its disease (starting with ourselves). Only then there will be good arguments because the balance will visibly tip towards the weight of these unjust laws.
Don't forget, since internet piracy has become a virulent activity, that copyright laws have been toughened and news protection laws have been introduced, each more damaging than the other. It's not been the other way around (a loosening of the laws). If anyone thinks piracy is the way to fight these injustices, think again. The world we live in is a business world, made of real cash that hires you and hired your parents so they could lead a life that allows you today to have a computer and discuss piracy, instead of picking garbage of the streets to feed yourselves completely unaware of the "oh! this unjust world! plight of the spoiled middle class of our western societies.