SURVEY: AMERICANS LACK SUNSCREEN HABITS
58% Don't Wear Sunscreen on a Daily Basis, Even Though 69% Experienced Serious Sunburn
New York, NY (August 5, 2015) - Although access and readiness of sun effects rule the media, Americans are not taking the recommended actions with sunscreen. In fact, according to a new survey from healthcare data specialists Lightspeed All Global, the majority of respondents (58%) revealed they do not wear sunscreen on a daily basis or follow recommended use.
While summer activities take respondents outdoors, only 27% of respondents re-apply sunscreen every two hours; more than half responded ‘one & done’ when asked about their application of sunscreen while outdoors. According to The Skin Cancer Foundation “sunscreens should be applied 30 minutes before sun exposure to allow the ingredients to fully bind to the skin. Reapplication of sunscreen is just as important as putting it on in the first place, so reapply the same amount every two hours. Sunscreens should also be reapplied immediately after swimming, toweling off, or sweating a great deal.”
While Banana Boat (24%) and Coppertone (21%) rated as the most popular brands of sunscreen among respondents, buying decisions are not based on brand loyalty. Sunscreen purchases are led by pricing, followed by natural/organic ingredients.
Additional key survey findings include:
-- The majority of respondents indicated that they don't wear sunscreen when it's cloudy/cold outside (62%)
-- Most respondents (50%) purchase SPF 25-45 sunscreen, followed by SPF 50-75 (29%)
“Extolling the benefits of reapplication is an integral component in properly guarding against sun exposure. There is a clear opportunity for marketers to use this data and conduct additional research to better inform messaging decisions,” stated David Bilicic, Lightspeed All Global’s Vice President. “With two thirds of Americans having suffered from severe sunburns, there is a significant opportunity for sunscreen brands that can best address consumer awareness in more meaningful ways.”
Note to editors: Survey conducted July 2015 on Lightspeed All Global’s U.S. Mobile Panel; 892 respondents age 18+.
ABOUT LIGHTSPEED ALL GLOBAL
Lightspeed All Global provides healthcare professional and patient community solutions, utilizing a powerful healthcare panel. With a long heritage as an innovator in healthcare research, Lightspeed All Global offers high quality healthcare research services for top global research companies and agencies across Europe, North and South America and Asia-Pacific. Employing a combination of research methodologies – qualitative and quantitative, online and traditional, Lightspeed All Global’s reach expands to more than 450,000 general practitioners and specialists worldwide.
Headquartered in New York and London, Lightspeed All Global is a brand of the Lightspeed Group and part of Kantar, the data investment management arm of WPP, the world leader in marketing communication services. For more information, visit www.allglobal.com.
# # #