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Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.
While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
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, sexual orientation or relationship type.
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.
Such sites earn revenue from a mix of advertising and sale of additional options.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.