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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.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
Some sites are completely free and depend on advertising for revenue.
Some have a broad membership base of diverse users looking for many different types of relationships.That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.The 2016 Pew Research Center's survey reveals that the usage of online dating sites by American adults increased from 9% in 2013, to 12% in 2015.Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.