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.
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.
While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.