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Other sites target highly specific demographics based on features like shared interests, location, religion, sexual orientation or relationship type.

Online dating services also differ widely in their revenue streams.

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.

For instance, some profiles may not represent real humans but rather they may be fake "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.Profiles created by real humans also have the potential to be problematic.For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.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.

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