A shocking 60% of young people are ditching sunscreen in a bid to boost their skin's glow, according to the study.
The figures, gathered by the by Teenage Cancer Trust, also show 90% have been sunburnt at least once, with a third of 13 to 24 year olds saying they have already been burnt more than five times.
The main reasons given for getting burnt are forgetting to put lotion on - or being too lazy to bother.
Worryingly, the study also showed many young people myths such as not needing to put sunscreen on if you are in the shade, or that you can't burn through clouds.
One in eight also think you only need to apply sunscreen once a day.
However some are more aware of the dangers - one in 10 say they are concerned about the appearance of wrinkles, while 1 in 8 have become more aware of its importance since a family member or friend suffered from skin cancer.
Singer and I'm A Celebrity Star Jake Quickenden spoke to the Daily Record about his skin cancer experience.
His mother used to sunbathe frequently before she was diagnosed with skin cancer 15 years ago.
Jake is backing the Teenage Cancer Trust’s Shunburn campaign, aimed at getting youngsters to heed sun warnings.
He said: “When my mum was diagnosed with skin cancer, it really scared both of us, and my attitude towards the sun completely changed.
“It takes just a few minutes to apply sunscreen or cover up but those few moments could save someone from getting skin cancer.”
Iona Stoddart, of the charity, said: “Repeated damage to the skin can cause problems long-term and can increase someone’s risk of melanoma, the most serious form of skin cancer.”