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Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.
Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.
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.
Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.
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.
Some sites are completely free and depend on advertising for revenue.