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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.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.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.Members can constrain their interactions to the online space, or they can arrange a date to meet in person.Profiles created by real humans also have the potential to be problematic.For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.