Approximately 30% of Google searches have some component of location

"ScienceOmega.com journeyed to Bletchley Park to attend the Map Maker launch. Speaking at the event was Jessica Pfund, Maps Product Manager at Google. She began by explaining why geography comprises such an important component of Google’s overall strategy.
"Knowing where things are is very important to our users," she began. "Approximately 30 per cent of Google searches have some component of place: ‘backpacker hostel in Kathmandu’, ‘surfing at Bondi Beach’ – people want to know where these things are. Unsurprisingly, when you look at statistics for mobile devices, this figure rises to about 40 per cent. Oftentimes, people are outside with their phones and they want information about their surroundings. It is really important, therefore, for Google to know where places are.""

Source:  Science Omega, 12th April 2013