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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.[2] 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. 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.[3]

A number of attributes were regularly referenced or implicated (as desirable) by both men and women; many users sought to associate both themselves and their ideal matches with these qualities, which included creativity, intelligence, “passion” (roughly defined as an enthusiasm for something), maturity, confidence, selflessness, honesty, morality, and a good sense of humour. User M7-36 writes that he is looking for “honesty dammit! Someone I can trust, someone I can love.… She has to have good morals and someone who is not selfish,” while F3-32 likes “spending time with people who think about the world beyond themselves.… You are a grown-up.”

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A relevant text box was “Favourite item of clothing.” Many of the men in my sample did not complete this at all, and women were not particularly descriptive: “at the moment, my skinny jeans” (note the reference to body size); “bather”; “thigh-high boots”; and—more explicitly—“my really amazing black lace bra.” In spite of their brevity, these answers still seem to signify that site users are presenting their bodies in specific, gendered ways: the revelation that one wears women’s underwear is a choice that would no doubt seem out of place (to many heterosexual women) on a man’s profile. Pragmatics, rather than choice of object, could also reflect gendered differences—such as one interesting example in which two users (one male, one female) chose the same “favourite” item, shoes. While M8-27 picked “A good pair of shoes. Gotta have good shoes,” F9-30 showed more enthusiasm with “Shoes, shoes, shoes!” The “male” version of desire for shoes sounds like a practical choice, whereas the “female” version reflects enthusiasm for clothes and/or shopping.

Age-based niches: These sites are for people of a specific age. Baby boomers are overwhelmingly turning to the web to find a mate. Sites like Match.com and POF.com offer members a chance to search specifically for the age group that interests you, but SeniorPeopleMeet.com and OurTime.com are the two largest sites designed specifically for the baby boomer market.
There is some evidence that there may be differences in how women online rate male attractiveness as opposed to how men rate female attractiveness. The distribution of ratings given by men of female attractiveness appears to be the normal distribution, while ratings of men given by women is highly skewed, with 80% of men rated as below average.[35] This shows that women are genuinely more picky than men when it comes to appearance on online dating websites.
PlentyofFish is the biggest online dating website catering to millions of singles from its start in 2003. About 2.4 billion people visit the site every month to actively mingle with other singles. The site has a user base of more than 90 million active users and 3.6 million visits every day. PlentyofFish provides plenty of opportunities to create successful relationships than any other dating website.
Although the user base isn’t as large as that of Match.com or eHarmony, it is growing – and unlike eHarmony, Chemistry.com also allows same-sex matching. Free users can take the personality test, see photos, and get matches; however, you must subscribe to contact other members. The cost to join is $39.99 for one month, $26.99 per month for a three-month subscription, and $20.99 per month for a six-month subscription.
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