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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.

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.

Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.

Online dating services also differ widely in their revenue streams.

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

There are mixed opinions regarding the safety of online dating.Still others rely solely on paid membership subscriptions.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.It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.

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