How Simular Do Online Shoppers & Off Line Shoppers Behave?

Very recently (5/21/07), some new research came out from Performics DoubleClick (via the e-tailing group) that talks about the loyalty of online shoppers. Below are the two most interesting sound bites, but here is my question? Would the same results apply to those that shop off line? I would guess not, as price comparison shopping is much more costly and difficult to do in the physical world than it is in the virtual world. This has to be good news for retailers, unless some of the mobile comparison shopping services take off.

• Seventy-one percent of shoppers “browse multiple online stores prior to completing a purchase."
• Four out of ten (42 percent) shoppers “price shop a product via comparison engines."
  

For more on the results on this survey that Performics DoubleClick ran, click here