Online daters may have more liberal social attitudes compared to the general population in the United States.Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.

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The 20 most popular dating sites in 2006 as ranked by Hitwise include j (for Jewish singles), Christian Mingle.com, Christian Cafe.com, Man (same sex introductions), Love From India.ini, Black Christian People Meet.com, (for Latino singles), Asian People Meet.com, and (for Indian singles).

Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.

Other sites depend on advertising for their revenue.

Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.

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Ease of payment is also generally higher, with such sites accepting a variety of online currencies, letting users charge the payment to their cellular phones, etc.

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

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