I've just read a booklet called "Online Church? First Steps Towards Virtual Incarnation", by Mark Howe. It is published by Grove Books, who's tagline is "Not the last word... but often the first". Mark has been involved in St Pixels, an online church, which you can find at stpixels.com. He writes, "St Pixels is one of the older and larger online churches, so it is likely that all online churches will face many of the issues that St Pixels has encountered".
He describes the profile of the participants, gathered via a survey. The typical "member" of St Pixels is a British female in her forties with experience of church leadership. Although it is an online church from time to time the members organise meetings amongst themselves. Like any church, in order to stop things descending into chaos, some leadership is necessary. A management team of eight people runs St Pixels.
I could tell you more, but that would mean that you might not buy the book! It is available on the bookstall, and if you buy it you can find out the answers to the questions:
What is online worship like?
How do you do group prayer online?
Does it do mission?
Is it really a proper church?