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Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.

While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.Further, during this period, the usage among 18- to 24-year-olds tripled, while that among 55- to 65-year-olds doubled.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.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.Still others rely solely on paid membership subscriptions.

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