The poll from online retailer Swimwear 365 says 80 percent of the women surveyed spend their time on the beach checking out the competition.
Swimwear and apparel are first to catch a woman's eye. Then it's hairstyle-- and whether roots are showing.
Tans, weight and cleavage are also on the scrutiny list. And "real" versus "surgically enhanced" is a frequent observation.
One in 10 women polled always want to look better than the opposition.