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However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.There are mixed opinions regarding the safety of online dating.
In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.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.
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.
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.
That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.