This is something I've always wondered. My first year betting, I had a bankroll of $600, all in BOS, and bet $10-$20 a play. I remember calling in my first $100 bet, and I was nervous. I thought, "wow, I'm a big bettor now."
I really don't know what the average bet would be at a sportsbook. I remember hearing on a Las Vegas radio show that the average bet at Leroy's was $39.