This is the peer reviewed version of the following article: Usher-Smith, J.A., Kassianos, A.P., Emery, J.D., Abel, G.A., Teoh, Z., Hall, S., Neal, R.D., Murchie, P. and Walter, F.M. (2017), Identifying people at higher risk of melanoma across the U.K.: a primary-care-based electronic survey. Br J Dermatol, 176: 939–948, which has been published in final form at DOI: 10.1111/bjd.15181. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.