http://www.bloomberg.com/news/2011-01-13/chinese-women-milli...
Seems in the West men buy sports cars and women buy luxury handbags, and it's the reverse in the East.
It probably doesn't come down to any significant cultural differences either. Buying expensive things is a way for some people to feel more confident about themselves, or to spoil themselves, or some area in between. Basically, it's a curious statistic, but ultimately a non-story for actually doing business.