For the sake of argument, I'm guessing people are describing themselves as pagan, who would more correctly be described as this:

Main Entry: neo-pa·gan
Pronunciation: -'pA-g&n
Function: noun
: a person who practices a contemporary form of paganism (as Wicca)
- neo-pagan adjective
- neo-pa·gan·ism /-'pA-g&-"ni-z&m/ noun

As opposed to this:

Main Entry: pa·gan
Pronunciation: 'pA-g&n
Function: noun
Etymology: Middle English, from Late Latin paganus, from Latin, civilian, country dweller, from pagus country district; akin to Latin pangere to fix -- more at PACT
1 : HEATHEN 1; especially : a follower of a polytheistic religion (as in ancient Rome)
2 : one who has little or no religion and who delights in sensual pleasures and material goods : an irreligious or hedonistic person
3 : NEO-PAGAN

And just to be really pedantic, the above definitions are the reason I prefer to describe myself as this:

Main Entry: 2heathen
Function: noun
Inflected Form(s): plural heathens or heathen
1 : an unconverted member of a people or nation that does not acknowledge the God of the Bible
2 : an uncivilized or irreligious person