In regard to this its probably similar to choosing a tire but only more expensive
Things to consider might be
Practical factors
True ratio of on/off road usage
Intended purpose of the particular bike (are going on a trip from Alaska to Argentina or doing local rides with a few roads joining them)
Your real skill level
You physical size and strength (getting older am finding heavier (220kg +) bike harder to handle offroad)
How aggressive a tire your going to run (Kenda Trackmasters can make a whale ok offroad, but and a GP bike a pig on road)
Value for money (not just purchase but running costs)
Reliability (which is also part of value for money)
Local dealer back up
Emotional Factors
Personal preference (logic may have little influence in this, eg a blue, orange or green one)
Biases (I always buy Yamasakis cause their the best)
Probably left some stuff out but you could make a survey calculator out of that and the right bike for you would pop out at the end (colour preference might be the decider
)
You might find your already riding that bike
(or not
)
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