Still others rely solely on paid membership subscriptions.
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.
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.
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.
Most services also encourage members to add photos or videos to their profile.
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.
Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.