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Some sites are completely free and depend on advertising for revenue.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.Safety was, however, the exception, with 53% of women and only 38% of men expressing concern.There is, however, great variation along gender lines.It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.At the same time, usage among those between the ages of 55 and 64 doubled.
For comparison, 88% of Americans who were with their current spouse or partner for no more than five years said their met their mates offline.
A great diversity of online dating services currently exists (see Comparison of online dating services).
Some have a broad membership base of diverse users looking for many different types of relationships.
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.
Opinions and usage of online dating services also differ widely.