The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.
Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.
However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.
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.
Online dating services usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.
Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.
Online daters may have more liberal social attitudes compared to the general population in the United States.
Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.
Other sites depend on advertising for their revenue.