Well, I am pleased to put forward the two most important men in my life - my husband and my son - as being among the minority. They will both read a good book whether it's written by a male or female.
My husband's favorite author is Jane Austen (yeah, I know - that seemed to be the only exception to the rule according to that article) but he has also read Willa Cather, Virginia Woolf and Rumer Godden and loved their books. Two of his favorite books of all time were Denise Giardina's "Saints and Villains" and "Good King Harry". Same is true of my son. He loved Giardina's books. He loved Mary Shelley. He also loves anything written by Toni Morrison. Oh, and my daughter's boyfriend counts "Good King Harry" as one of his favorites too!
My son is a slow painstaking reader so he hasn't read all that many novels. But I'd say that his choices are split 50/50 between male and female authors. It's probably true of my husband as well, if we discount business manuals.
There ARE certain kinds of books written by female authors that neither of them like. I'd say they are of the reflective sort. One of my favorite books, "Unless", by Carole Shields was a thumbs-down by my husband. He described it as a book where the first-person protagonist whines and wallows a lot. He didn't find any of it humorous, as did I. I remember him saying specifically that it is a style some female authors adopt and he vehemently dislikes it. I happen to think there are some famous male writers who fit that category of wallowing too. And I will defend Shields's book because it was a device she used for that one book alone.
But I understand what he's saying. I also realize that I have several female friends who feel the same way about that style book. In fact, one didn't much care for "The Kite Runner" (written by a man) because she thought the first person protagonist was a whiner!
Anyway, I'm not surprised by the findings. Recently I heard, on NPR, a piece discussing the use of (or non-use of, I should say) a woman's voice on movie trailers. It's not done. Why? Because the movie industry believes less men would pay attention to the trailer and therefore sales would be hurt. None of them wants to be the test study that confirms or discredits that belief.
I think it's true that we women have been forced, by virtue of growing up within the culture, to accept men's voices, spoken and written, in all areas of our lives whereas our past and present male counterparts haven't been presented with that "opportunity".
I try to remain hopeful that we are raising more males to be as open as the men in my life are so far proving to be.