Four percent of mobile-device owners use geo-social services such as Foursquare and Gowalla, but a far greater segment uses location-based shopping tools such as mobile coupons, store finders and review services. That finding, from a report by the Pew Internet & American Life Project, suggests that social marketers may do better to focus their energy on location-based tools that tie into users' shopping habits, rather than on platforms that only encourage social check-ins.

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