As online dating's population becomes larger, sites with specific demographics are becoming more popular as a way to narrow the pool of potential matches.The 20 most popular dating sites in 2006 as ranked by Hitwise include j (for Jewish singles), Christian Mingle.com, Christian Cafe.com, Man (same sex introductions), Love From India.ini, Black Christian People Meet.com, (for Latino singles), Asian People Meet.com, and (for Indian singles).
Other sites are more specific, based on the type of members, interests, location, or relationship desired.
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 amount of tasks and less likely to use such a service if they are trusting of others.
The highest scoring dating service was Facebook, which uses the personal homepage genre, the message board genre, the weblog and directory genre, as well as utilizing the Circle of Friends.
The second highest scoring, Second Life utilizes virtual worlds, message boards, chat groups and profile pages to allow people to contact in a three-dimensional environment.
Such sites earn revenue from a mix of advertising and sale of additional options.
Online daters may have more liberal social attitudes compared to the general population in the United States.
Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.
Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as
Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.