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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.
Such sites earn revenue from a mix of advertising and sale of additional options.
This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.
A great diversity of online dating services currently exists (see Comparison of online dating services).
Some have a broad membership base of diverse users looking for many different types of relationships.
At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.