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Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.Some have a broad membership base of diverse users looking for many different types of relationships.Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.There are mixed opinions regarding the safety of online dating.Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.
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Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.