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A Speed, price, capacity, USB version and weight.
The four main factors are: read speed, write speed, price and capacity. Speeds should be quoted in MBps and should be checked before making a purchase, some drives are painfully slow. The main thing to ensure is that the drive is USB 3.0 which is significantly faster than USB 2.0. Some manufacturers offer various bells and whistles like built in security or backup features but these are generally available as freeware downloads (e.g. Truecrypt and Syncback) so are not worth paying any extra for. Finally you might want to consider weight and physical dimensions, some drives are ten times heavier than others.

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The Best
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Intel Core i5-13600K $210Nvidia RTX 4060 $299WD Black SN850X M.2 2TB $130
Intel Core i5-12600K $160Nvidia RTX 4060-Ti $389WD Black SN850X M.2 1TB $80
Intel Core i5-12400F $111Nvidia RTX 4070 $500Crucial T700 M.2 4TB $378
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