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.
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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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.
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.
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.
A great diversity of online dating services currently exists.