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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.

Further, 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.

Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.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.­One of the basic human impulses is to develop a romantic relationship –- and maybe even fall in love. You might not be in the right mood to meet your soul mate while you’re trekking through the grocery store.

But there are a lot of obstacles that might keep someone from meeting the love of his or her life in today’s world. People of all ages, lifestyles and locations have been facing this problem for decades.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.In this article, we’ll be focusing on the most basic type of dating site –- one that works to bring two people together for a romantic relationship.While this article applies to the majority of popular dating sites, the rules and practices of any given individual site may differ.That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.