Average online spend this holiday season: $504, or 39% of total budget

80% of Internet users in the U.S. expect to purchase gifts online between now and Christmas, spending an average of $504, says a new poll from AOL Shopping and pollster Zogby International. That spending represents 39% of shoppers’ overall intended spending of $1,282. Zogby International conducted interviews of 37,199 adults online from Nov. 1-6.

In addition, 24% plan to spend most of their budget online. 80% of respondents expect to spend the same or more online than they did last year.

According to the poll, New Yorkers have the highest intended online spend, with respondents saying they will purchase $1,483 worth of goods from web sites, nearly 70% of the average New York City gift-buying budget of $2,137. Distant second and third in dollars were Orlando ($645 online, 32% of budgets) and Cleveland ($577, 47% of budgets).

Convenience and the ability to comparison shop are the main drivers for online shoppers, the poll reports:
• 58% said they shop online to save time,
• 32% cited the ease of comparison shopping,
• 29% said they found gift items online that are not available in local stores,
• 24% cited the value of free shipping,
• 17% said they are attracted by online sales promotions
• 17% cited easy last minute shopping.
• Only 9% said they shop online to avoid spending money on gasoline.

Asked which items they are likely to purchase online rather than in a store, 60% selected books and music, 35% stated electronics, 31% cited toys or games, 29% said clothing and accessories, and 23% said computer software.