MEXICO CITY, Sept 2 (Reuters) - Mexican firms will likely sell 70 percent more goods and services over the Internet this year, mostly to people buying plane tickets and computers, experts predicted on Tuesday.

This year's expected brisk growth follows a 78 percent surge in Mexican e-commerce sales in 2007 to $955 million, the country's Internet association said at a news conference.

Less than a quarter of Mexico's population of 107 million surfs the Internet, and of those users only about one in 10 buys products and services online, according to a study by the association.

E-commerce sales in the United States last year, covering more than 12,000 retailers but not including travel services, exceeded $120 billion. The study looked at sales data at 22 companies in Mexico with sizable online retail businesses, including airlines, cinemas and department stores.Airline tickets account for about two thirds of online purchases in Mexico, followed by computer-related products, according to the study. (Reporting by Noel Randewich; Editing by Phil Berlowitz)