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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 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.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.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.
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.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.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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Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.