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Most services also encourage members to add photos or videos to their profile.Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.Online dating services also differ widely in their revenue streams.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.
There are mixed opinions regarding the safety of online dating.
Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.
Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.
While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.