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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.Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

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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.

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.

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.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.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.Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.

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