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Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.

Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.

Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.

Some sites are completely free and depend on advertising for revenue.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.

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.

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.

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.

The stigma associated with online dating dropped over the years and people view online dating more positively.

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

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