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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.
This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.
Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.
In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.
A 2005 study of data collected by the Pew Internet & American Life Project found that individuals are more likely to use an online dating service if they use the Internet for a greater number of tasks, and less likely to use such a service if they are trusting of others.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
Still others rely solely on paid membership subscriptions.
Opinions and usage of online dating services also differ widely.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
There are mixed opinions regarding the safety of online dating.
At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.
The stigma associated with online dating dropped over the years and people view online dating more positively.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.