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Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.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.
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.
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 (see Comparison of online dating services).
Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.