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Sun protection habits and attitudes among adults across Great Britain

In 2010 NEMS Market Research commissioned a study into sun protection among adults across Great Britain. The aims were to assess sun protection habits and attitudes.

Key benefits:

  • Key target groups identified
  • Quantified the benefits of leveraging the impact of influencers on behaviour

Our Assigment

NEMS Market Research commissioned a study into sun protection habits and attitudes among adults across Great Britain. The aims were to:

  • gauge attitudes and habits towards sun protection;
  • identify key groups who require prompting, or do not use, sun protection;
  • identify key groups which prompt sun protection in other adults

Results

Results weighted to be representative of gender, age and social grading and region Census 2001 profiles.
When out in the sun men tend to use sun protection 50% of the time, while the figure for women was notably higher at around three quarters of the time. Irrespective of gender, the data showed that half of those who use sun protection use it all the time. Men were almost three times as likely not to use sun protection as women (33% men, 13% women), particularly men 55 and over.
The majority of sun protection was sun tan lotion on either their body or face, of which men were less than half as likely to buy lotion compared to women. Women prompt other adults to use sun protection more than 50% of the time, while among men it’s less than a third. Amid those who prompt other adults “all the time” there was a 3-1 ratio of women to men.
Concern about skin cancer was notably lower among men than women. Men were twice as likely to display no concern at all about skin cancer.

Benefits

The need to target men was clearly identified. Men are least concerned about the risks of skin cancer, yet place themselves at risk by being less likely to use sun protection; even among those that do use sun protected the use is infrequent. Men also require more prompting by others to use sun protection. Women are key players in determining usage of sun-protection measures. Women are notably more likely to use, be responsible for buying and prompting the use of sun protection among others.

Our Approach

1,000 interviews were conducted using telephone Omnibus, sampling adults (16+) across Great Britain. Quota controlled on gender, age and region.

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