Research from O2 highlights a significant disconnect between awareness and behaviour when it comes to sun protection. The research has been backed by The British Skin Foundation which has highlighted that getting burnt just five times over a lifetime more than doubles the risk of getting a melanoma, the most serious type of skin cancer.

The research highlights a significant disconnect between awareness and behaviour when it comes to sun protection. Over half (56 per cent) of Brits check their phones three times or more during peak sun hours (11am – 3pm), yet only one in five (20 per cent) reapply sunscreen with the same frequency, and almost one in 10 (9 per cent) do not wear sunscreen at all during these crucial hours when UV levels are at their strongest. This concerning trend comes as summer is expected to reach record breaking temperatures, with Spain experiencing its hottest June on record and France its hottest June since 2003.

While 41 per cent express concern when seeing others badly sunburnt on holiday, many still fail to take protective action themselves. This leads to half of Brits (50 per cent) admitting to experiencing sunburn at least once in the past two years, with 17 per cent getting burnt twice. This follows the latest research from The British Skin Foundation which revealed that 38 per cent of Brits have already been sunburnt during early summer weather in the first five months of the year that saw above average hours of sunshine and high temperatures.

The ‘screen-first’ mentality is deeply ingrained, with 43 per cent of Brits stating that a lack of mobile data or Wi-Fi would impact their holiday plans, highlighting just how important data is to holidaymakers while abroad. In fact, almost one in five (18 per cent) would not even leave their accommodation without access to mobile data, and a quarter (25 per cent) would stay local so they wouldn’t get lost. This is further underscored by the finding that 9 per cent of Brits are most anxious about not having mobile data abroad – jumping to 19 per cent for those aged 25-34. And when choosing a sunbathing spot, 14 per cent of Brits prioritise Wi-Fi or mobile data access, and 9% look for somewhere to charge their devices.

In response, O2 has teamed up with Researcher and Creative Technologist, Marc Teyssier, to remind holiday makers to take as much notice of their skin while on holiday as they do their phone. The ‘Skincase’, has been crafted by Teyssier using synthetic skin, enabling it to dramatically change colour and ‘burn’ when exposed to UV rays, mirroring the damaging effects of the sun on human skin.

Christian Hindennach, Chief Commercial Officer at Virgin Media O2, said: “Holidays should be about creating unmissable moments, bringing home souvenirs and making memories – not about roaming bills and sunburn. With mobiles being such an essential part of everyday life, especially on holiday according to our new research, we’ve created the Skincase to demonstrate in real time just how severe the effects of sunburn can be while also promoting sun safety among holidaymakers. O2 is committed to supporting its customers’ well-being, both physically and financially, and with our inclusive EU roaming perk, our customers can travel in Europe freely, without fear of getting burnt by unwanted roaming fees.”

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Categories: Articles, Consumer Behaviour, Mobile, Research, Social Media

Tags: mobile, O2, Virgin Media