In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.
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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.
Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.
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.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
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.
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Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
Still others rely solely on paid membership subscriptions.
Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.