I used to work with maps in the military. They were mostly on a display in my job, so with north up at the top, but the first thing they taught you if you were trying to get somewhere using a map was to fold it up and turn it so you were facing the direction you were going.
I have found that men seem much more likely to use a map in a directional sort of way, while women landmark. It might be socialised but I would not be surprised if it isn't, either - I naturally do the later and it has to do with the way I visualise the movement through space in my mind, its attached to a narrative of place. I don't think that's socialised, for me, and my gut feeling is most people do it one way or the other naturally, not due to having been taught. People can generally learn the other way, but may tend to revert to what comes naturally, as in most things.
I am wondering a bit about the study. I will admit now that I have no good reason, but I always find myself really doubtful of that kind of result, that it is really about triggering some kind of gendered expectation. I'd be curious to see what happened if they had them colour pictures of construction sites or cowboys.