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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. By 2007, many prominent studies show that Baby Boomer interest in online dating have soared.

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.

Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.

Ease of payment is also generally higher, with such sites accepting a variety of online currencies, letting users charge the payment to their cellular phones, etc.

Some sites such as Ok, and are free and offer additional paid services in a freemium revenue model.

Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.

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