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Social trends Since the s, Internet dating has become more popular with smartphones. The stigma associated with online dating dropped over the years and people view online dating more positively. Further, during this period, the usage among to year-olds tripled, while that among to year-olds doubled. Online introduction services In , 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. 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. Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.

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