A German documentary analyzed the market and uncovered multiple problems of online dating sites.

Amongst them are "romance-scamming" (persons registering on the sites to get money from people falling in virtual love with them), using controllers or animators registered with multiple fake accounts, using unexpected and sometimes unlawful conditions in the terms and conditions leading to longer contracts a client intended to sign.

Apart from the popular social networks, there are social websites meant just for meeting and talking to someone new.

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

Several newer sites such as Ok are beginning to offer more full featured dating services for free, and are starting to compete with staples in the free dating site world such as

Online dating sites use market metaphors to match people.

Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.

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.

Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.

Members use criteria other members set, such as age range, gender and location.

At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc. By 2007, many prominent studies show that Baby Boomer interest in online dating have soared.

However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.

In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.