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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.

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.

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.

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.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.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.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.In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.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.

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  3. Jul 21, 2014. Keywords like “pay to play,” “escort” and “sugar daddy” turn up hundreds of users on OkCupid and its less-cool corollary, Plenty of Fish. One indicative profile “NO sniching sic and reporting s*** over here pay to play ONLY $$$$$$$$$.” In 2012, the now-defunct blog Annals of Online Dating.

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