Some sites provide free registration, but may offer services which require a monthly fee.Other sites depend on advertising for their revenue.
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Other sites are more specific, based on the type of members, interests, location, or relationship desired.
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 amount of tasks and less likely to use such a service if they are trusting of others.
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.
This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.