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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.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.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.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.
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.
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.
While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
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.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.