As online dating's population becomes larger, sites with specific demographics are becoming more popular as a way to narrow the pool of potential matches.
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).
Such sites earn revenue from a mix of advertising and sale of additional options.
Online daters may have more liberal social attitudes compared to the general population in the United States.
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.
Research about social networking reveals that the online dating services driven by subscriptions offer the least amount of social networking opportunities.