It actually depends on what your attack bonus currently is. My standard calculations assume a 65% hit rate, but that's a character starting at 16 primary stat and increasing it at level 4 and 8, no magic items, fighting an "average" monster of equal CR. My guess is in actual play, the average AC you're facing will be lower, so your hit rate will be higher, since you're probably more likely to fight lower CR opponents than higher CR opponents (though there are some high AC opponents around).
Lets say you deal 10 damage per attack, with 65% hit rate. That's 6.5 average damage, minus crits. +1 to hit increases average damage by 0.5. +1 to damage increases damage by 0.65. In this case, damage is more important than to hit.
When you get 2 attacks, lets say you're now dealing 20 damage across two attacks. While the math above works for each attack, they add onto each other; the math would look the same if you had 1 attack for 20 damage vs 2 attacks for 10 each (though with 2 for 10, you have less chance of dealing 0, but less chance of dealing 20). Now, your average damage is 13. +1 to hit gets you +1 damage. +1 damage gets you +1.3 damage. That's actually the same ...
Lets say your damage is 15 per attack, then. At 65% to hit, your average damage is 9.75. +1 to hit is +0.65 damage; +1 damage is +0.65 ... we've found the balance point.
So if your damage is more than 15 per attack, to hit is more important. If your damage is less than 15 per attack, damage is more important.
Since most of the classes deal as much as 13.33 per attack (greatsword, great weapon fighter, +5 str), damage bonuses are actually pretty important. For characters with extra damage, like clerics, rogues, barbarians (after a point), paladins (at 11th level), rangers, etc.