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.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
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.
Internet Dating Conference (London) brings together a network of professionals from online dating management, venture capitals, mobile / telecommunication companies, payment processors, marketing agencies, background search, publishers and online dating super-affiliates.
As this will be an exciting weekend in London with the majority of the industry present, the convention is a an excellent opportunity to get your product or site seen and attract new interest.
Members can constrain their interactions to the online space, or they can arrange a date to meet in person.
Such sites earn revenue from a mix of advertising and sale of additional options.
There are mixed opinions regarding the safety of online dating.
Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.