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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.

That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.

Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.

Such sites earn revenue from a mix of advertising and sale of additional options.

Some have a broad membership base of diverse users looking for many different types of relationships.Profiles created by real humans also have the potential to be problematic.For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.

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