Melanoma skin cancer rates in Queensland exceed the national Australian incidence rate, which together with New Zealand are recognized as the world's highest. Incidence is especially high among younger members of the population. In this study, the sun-protective behaviors of urban Queenslanders (n = 752) going about their day-to-day activities during a midweek noon time hourly period were observed on a summer's day in central Brisbane (27.47°S, 153.03°E), Australia. Observed sun protection practices were poor, given the time of year and peak solar noon period of the study. More individuals (n = 249; 33.1%) were seen wearing sunglasses than a hat (n = 101; 13.4%). Ninety-three individuals were actively engaging with mobile phones (phone in hand). A further 231 individuals (30.7%) were observed with a mobile phone on them. Opportunities to modify group behavior based on mobile phone sun protection notifications and to engage with "at risk" members of the Queensland population are considered from the variable codependencies examined in this study, including the influence of social group size, observed sun protection and mobile phone use. Our preliminary findings suggest that mobile phones provide an underutilized opportunity for delivering tailored skin cancer prevention messaging.
© 2018 The American Society of Photobiology.