Take a look at this study from JWT. Great stuff. James provided the pointer so thanks! Love this insight::

Given a notional $1,000 Time Wallet with which to spend $1 (U.S.) or £1 (U.K.) a minute on 40 different activities, American men allocated the largest portion of their money, $117, to having passionate sex, while American women invested a much cooler $48. British men put passionate sex at the top of their shopping lists, too, but allocated just £88 to it, which was still ahead of the £52 their female compatriots set aside.