- Over half (56%) of Brits check their phones three times or more during peak sun hours, yet only one in five (20%) reapply sunscreen with the same frequency*.
- The study has been backed by The British Skin Foundation which has highlighted that getting sunburnt just five times over a lifetime more than doubles the risk of getting a melanoma, the most serious type of skin cancer**.
- The new research comes as June saw record-breaking temperatures in France and Spain, two of the most popular European destinations for Brits to visit***.
- In response, O2 – the only major UK provider to offer inclusive EU roaming as standard (up to 25GB) – has teamed up with Researcher and Creative Technologist, Marc Teyssier, to create the ‘Skincase’ – a world-first phone case made of synthetic skin that ‘burns’ when exposed to harmful UV rays.
- O2 has also created a UV map for holidaymakers to check which European destinations have the highest UV levels and give them the chance to win their very own Skincase: LINK
New research from O2 – the only major UK provider to offer inclusive EU roaming as standard (up to 25GB) – 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 by O2 highlights a significant disconnect between awareness and behaviour when it comes to sun protection. Over half (56%) of Brits check their phones three times or more during peak sun hours (11am – 3pm), yet only one in five (20%) reapply sunscreen with the same frequency, and almost one in 10 (9%) 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***.
Sunburn and Anxiety
While 41% express concern when seeing others badly sunburnt on holiday, many still fail to take protective action themselves. This leads to half of Brits (50%) admitting to experiencing sunburn at least once in the past two years, with 17% getting burnt twice. This follows the latest research from The British Skin Foundation which revealed that 38% 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% 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%) would not even leave their accommodation without access to mobile data, and a quarter (25%) would stay local so they wouldn’t get lost. This is further underscored by the finding that 9% of Brits are most anxious about not having mobile data abroad – jumping to 19% for those aged 25-34. And when choosing a sunbathing spot, 14% of Brits prioritise Wi-Fi or mobile data access, and 9% look for somewhere to charge their devices.
A Worrying Knowledge Gap in Sun Safety
Despite sunscreen being one of the most packed beach items (58%), a significant knowledge gap in sun safety persists. Nearly one in three Brits (28%) do not understand what SPF means, and 27% don’t understand UV ratings. Furthermore, nearly one in three (29%) rarely check the expiry date on their sunscreen, with 11% admitting they never do, and 7% unaware sunscreen even has an expiry date.
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 skilfully 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., has been skilfully 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.
Lee MacDonald, Actor said: “O2’s ‘Skincase’ is a powerful reminder of just how dangerous sunburn can be. This summer and beyond, we all need to stay sun safe and protect our skin. O2’s research shows, we’re glued to our phones – especially on holiday, so the Skincase acts as a helpful reminder while scrolling to apply sunscreen and pay as much attention to your skin as you do your phone. Having personally faced a skin cancer scare; I know all too well how critical sun protection is. This is something deeply personal to me and raising awareness matters. Let’s give sun safety as much attention as we do to everything else that matters in our lives.”
Dr Emma Wedgeworth, Consultant Dermatologist at The British Skin Foundation, said: “We are acutely aware of the alarming rise in skin cancer diagnoses, with the disease now becoming one of the UK’s most common cancers. Previous research shows that five sunburns over a lifetime more than doubles the risk of getting a melanoma, the most serious type of skin cancer**. By providing a tangible, real-time indicator of harmful UV radiation, the Skincase from O2 offers a memorable way to prompt individuals to take protective measures just as the Skincase encourages them to enjoy the sun safely.”
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.”
The research by O2 follows The British Skin Foundation’s ‘Burnable Billboard,’ that uses AI to show real-time sun damage to skin, aiming to raise awareness about sun protection. More in-depth information on sun safety can be found on the BSF’s website here: https://www.britishskinfoundation.org.uk/sun-safety
press enquiries
press enquiries