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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.
There are frequent gatherings in restaurants, bars, churches, museums or country walks.
The Christian Connection discussion boards are a popular way to share stories, advice and opinions about life as a single Christian.
Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
Still others rely solely on paid membership subscriptions.
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.
Opinions and usage of online dating services also differ widely.
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.
Some have a broad membership base of diverse users looking for many different types of relationships.
Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.