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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.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.
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.
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.
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.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
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.
Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.