A new poll has found many Americans aren’t using sunscreen, despite the healthcare industry’s multiple campaigns to increase public awareness about the importance of sun safety to avoid skin cancer.

Reuters reports that the poll conducted by the Marist Institute for Public Opinion found that about 40 percent of Americans never apply sunscreen at all before going out and only 9 percent wear it everyday.

Even in the summer, when the temperatures are high and the sun is strongest, the poll of more than 1,000 people found that only one-fifth of Americans wear sunscreen before going outside most days and just under one-third apply it even a few days during the season.

Researchers found that individuals between the ages of 18 and 29 used sunscreen the least, as did men and those who live in the South.

Experts recommend individuals everywhere be sun-smart by applying a broad-spectrum, water-resistant sunscreen with an SPF of 30 or higher each day, wearing protective clothing and avoiding outdoor activities when the sun’s rays are strongest between 10 a.m. and 4 p.m.

In addition, dermatologists say people should rely on a healthy diet and vitamin supplements for vitamin D, rather than sun exposure.