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Most services also encourage members to add photos or videos to their profile.

Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.

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.

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.

Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.

At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.

There are mixed opinions regarding the safety of online dating.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

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.

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