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Online dating services also differ widely in their revenue streams.Some sites are completely free and depend on advertising for revenue.Some have a broad membership base of diverse users looking for many different types of relationships.Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.Members can constrain their interactions to the online space, or they can arrange a date to meet in person.A great diversity of online dating services currently exists.

Most services also encourage members to add photos or videos to their profile.Opinions and usage of online dating services also differ widely.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.The stigma associated with online dating dropped over the years and people view online dating more positively.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.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.

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