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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.

A great diversity of online dating services currently exists.

Some have a broad membership base of diverse users looking for many different types of relationships.

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.

Such sites earn revenue from a mix of advertising and sale of additional options.

This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.

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.

While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.

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