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Further, 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.
Online dating services also differ widely in their revenue streams.
Some sites are completely free and depend on advertising for revenue.
Opinions and usage of online dating services also differ widely.
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.
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.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.
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.
Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
Still others rely solely on paid membership subscriptions.
Some have a broad membership base of diverse users looking for many different types of relationships.