Honest answer ...
I don't know, because I don't know if you consider me one of the drooling masses :-)
I live four miles outside Stratford-upon-Avon. Driving into 'town' (and parking) costs more than having most items delivered to the house next day, even if I valued my time at 0/hr (which I don't). I work mainly from home so delivery is not a problem and even when I am out during working hours I have completely trustworthy neighbours (and live in a place where all but the highest value items can be safely left outside the house anyway).
Online retail in the UK often undercuts retail prices very significantly, which is another factor: I bought three 1m HDMI leads through Amazon for less than the price of a single one from our local consumer electronics outlet. Outside big cities, local retailers have limited stock - I can buy e-cigarette liquid locally, but not the brand my wife uses.
Being in the UK, I have a lot of additional rights when I buy online, the key one is the ability to return items uncontested if I change my mind for any reason. I don't worry too much about ID theft, having taken a few basic precautions, and if the worst came to the worst I'm not worth that much anyway.
I suspect a lot of people find themselves in the same circumstances; does that answer your question?
Edit: I do, however, support my local shop and non-chain and small-chain local businesses.