According to this article at The Skin Cancer Foundation,  melanoma incidence has increased by 19% in 15 years:

From 1992 to 2008, their annual melanoma incidence increased by 19 percent. Too little use of sun safety techniques (such as seeking shade, wearing protective clothing, and using sunscreen) may have contributed to this rapid rise in melanoma and other skin cancers among Hispanics.

We see a variety of different skin cancers among different populations. It is important to realize that we are not immune to skin cancers. Some of my largest cases of skin cancers have been in the Hispanic population. Consequently, we should all heed the warnings in this article and protect our skin and be aware of the early warning signs of skin cancer, especially pain or itching.