Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
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.
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.
Some sites are completely free and depend on advertising for revenue.