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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.The stigma associated with online dating dropped over the years and people view online dating more positively.

Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.

Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.

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

This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.

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