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

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Online dating or Internet dating is a personal introductory system where individuals can find and contact each other over the Internet to arrange a date, usually with the objective of developing a personal, romantic, or sexual relationship.

Online dating services usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.

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.

Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.

Sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards.

Also, this model generally allows users to switch between free and paying status at will and without having to do anything, simply providing advanced features for a set period of time whenever the according payment is received.

Ease of payment is also generally higher, with such sites accepting a variety of online currencies, letting users charge the payment to their cellular phones, etc.

Online dating sites use market metaphors to match people.