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Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

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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.

The stigma associated with online dating dropped over the years and people view online dating more positively.

Online dating (or Internet dating) is a system that enables strangers to find and introduce themselves to new personal connections over the Internet, usually with the goal of developing personal, romantic, or sexual relationships.

An online dating service is a company that provides specific mechanisms (generally websites or applications) for online dating through the use of Internet-connected personal computers or mobile devices.

Profiles created by real humans also have the potential to be problematic.

For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.

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

There are mixed opinions regarding the safety of online dating.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.

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