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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.
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.
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.
Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.
Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.
Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.