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Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
Opinions and usage of online dating services also differ widely.
The 2016 Pew Research Center's survey reveals that the usage of online dating sites by American adults increased from 9% in 2013, to 12% in 2015.In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.