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Online dating services also differ widely in their revenue streams.Some sites are completely free and depend on advertising for revenue.It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.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.Some have a broad membership base of diverse users looking for many different types of relationships.

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.

Opinions and usage of online dating services also differ widely.

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.

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.

Most services also encourage members to add photos or videos to their profile.

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