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Introduction sites differ from the traditional online dating model, and attracted a large number of users and significant investor interest.
In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.
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.
A 2005 study of data collected by the Pew Internet & American Life Project found that individuals are more likely to use an online dating service if they use the Internet for a greater number of tasks, and less likely to use such a service if they are trusting of others.
Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.Other sites target highly specific demographics based on features like shared interests, location, religion, sexual orientation or relationship type.