More people understand about the potential dangers of sun exposure, but that knowledge isn't translating into action.

For example, surveys now show that more people are aware the sun's radiation causes skin cancer and ages skin.

"Unfortunately, their behavior hasn't changed significantly, and the number of skin cancers is rising faster than any other cancer," said Dr. Conway Huang, dermatologist.

Women have a head-start, Huang says, in that many of today's cosmetics contain sunscreen.

"SPF 15 is sufficient for most people," Huang continued, "but don't forget to apply sunscreen to all exposed areas, including your ears and under your chin."

Sand, water and even white concrete can reflect the sun's rays from below, he said, adding that baseball caps only protect part of the head, while wearing wide-brimmed hats can cover your ears and the back of your neck.