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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.
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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.
Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.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.