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Further, 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.Online dating (or Internet dating) is a system that enables strangers to find and introduce themselves to new personal connections over the Internet, usually with the goal of developing personal, romantic, or sexual relationships.

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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.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

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

Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.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 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.Some sites are completely free and depend on advertising for revenue.

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