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Such sites earn revenue from a mix of advertising and sale of additional options.Online daters may have more liberal social attitudes compared to the general population in the United States.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.
The 20 most popular dating sites in 2006 as ranked by Hitwise include j (for Jewish singles), Christian Mingle.com, Christian Cafe.com, Man (same sex introductions), Love From India.ini, Black Christian People Meet.com, (for Latino singles), Asian People Meet.com, and (for Indian singles).More recently, the impact of social networking on online dating has been featured on the Questia online research website peer reviewed article ""I Luv U : )!": A Descriptive Study of the Media Use of Individuals in Romantic Relationships" The most popular platforms are Twitter, Snapchat, Linked In and Instagram.Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.Members use criteria other members set, such as age range, gender and location.
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.