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Some sites provide free registration, but may offer services which require a monthly fee.Other sites depend on advertising for their revenue.Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.

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This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.

The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of finding a romantic partner.

Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.

Members use criteria other members set, such as age range, gender and location.

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. By 2007, many prominent studies show that Baby Boomer interest in online dating have soared.

However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.Such sites earn revenue from a mix of advertising and sale of additional options.Online daters may have more liberal social attitudes compared to the general population in the United States.Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as Due to the level of competition between free dating sites, as well as the overall drop in traffic to and revenue for dating sites generally, This represents a break from traditional externally sourced ads and is just one of the ways that the revenue models of free dating sites are evolving.

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