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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.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.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.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.The stigma associated with online dating dropped over the years and people view online dating more positively.

Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.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.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.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.