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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.

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.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.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.

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.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

Most services also encourage members to add photos or videos to their profile.