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Such sites earn revenue from a mix of advertising and sale of additional options.

For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.The stigma associated with online dating dropped over the years and people view online dating more positively.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.

However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

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