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Opinions and usage of online dating services also differ widely.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.

Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.Still others rely solely on paid membership subscriptions.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, or relationship type.Online dating services also differ widely in their revenue streams.Some sites are completely free and depend on advertising for revenue.Members can constrain their interactions to the online space, or they can arrange a date to meet in person.A great diversity of online dating services currently exists.In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.

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