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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.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.A great diversity of online dating services currently exists.Some have a broad membership base of diverse users looking for many different types of relationships.Such sites earn revenue from a mix of advertising and sale of additional options.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.



Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.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.Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.

Members can constrain their interactions to the online space, or they can arrange a date to meet in person.

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.



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