A great diversity of online dating services currently exists (see Comparison of online dating services).
Some have a broad membership base of diverse users looking for many different types of relationships.
Online dating services also differ widely in their revenue streams.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.
That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.
In 2008, Cynthia Feliciano, Belinda Robnett, and Golnaz Komaie from the University of California, Irvine, investigated the preferences of online daters long gendered and racial lines by selecting profiles on Yahoo!
Personals – then one of the top Internet romance sites in the U.