Not the best example of "hard data", but there was a survey done in 2005 that might interest you:
http://www.guardian.co.uk/uk/2005/may/29/gender.books
Quote:
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Four out of five men said the last novel they read was by a man, whereas women were almost as likely to have read a book by a male author as a female. When asked what novel by a woman they had read most recently, a majority of men found it hard to recall or could not answer. Women, however, often gave several titles.
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