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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.

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Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.

Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.

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.

That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.

Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.

Some sites are completely free and depend on advertising for revenue.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.

However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

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