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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.

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.

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.

Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.

Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.

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.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.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.Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.