But who makes the definitions?
The English language evolves all the time. If the vast majority of people who think that women should have equal rights and there is more to be done to get to that point don't want to label themselves as feminist, or don't think they are feminist, then isn't there a reasonable argument to be made that the definition has changed slightly?
The survey never really digs into why those people don't identify as feminist. Looking at the answers to the question about saying the first thing that comes into your head when you think of feminism, there might actually be a number of different reasons.