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Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.

Online dating services also differ widely in their revenue streams.

Online dating (or Internet dating) is a system that enables strangers to find and introduce themselves to new personal connections over the Internet, usually with the goal of developing personal, romantic, or sexual relationships.

An online dating service is a company that provides specific mechanisms (generally websites or applications) for online dating through the use of Internet-connected personal computers or mobile devices.

Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.

For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.Most services also encourage members to add photos or videos to their profile.Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Some sites are completely free and depend on advertising for revenue.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.The 2016 Pew Research Center's survey reveals that the usage of online dating sites by American adults increased from 9% in 2013, to 12% in 2015.Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.

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