A survey on the uses of LBS by Wi-Fi provider J-Wire, found that 61% of respondents found store location to be the most important LBS feature:
Surprisingly, 89% of respondents reported that they would use some sort of LBS tool during the holiday shopping season — an enormous difference from the 4% reported in the latest Pew Survey. This actually makes sense –the vast majority of these users are traveling and are turning to public Wi-Fi over their mobile network. While traveling, people need help searching for basic location information, especially store location information if they’re doing some shopping. You’ve got to find the store before you can shop there.
Read the full report here.