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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.

Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.

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

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.

However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

There are mixed opinions regarding the safety of online dating.

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