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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.Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.Members can constrain their interactions to the online space, or they can arrange a date to meet in person.The 2016 Pew Research Center's survey reveals that the usage of online dating sites by American adults increased from 9% in 2013, to 12% in 2015.

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.

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.

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.

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