When you make a comparison to something else in the market, you introduce viewers to the context in which you are reviewing the product. As an example, we used three different operating systems – Android 4.4 KitKat, Windows Phone 8 and Apple iOS 8 – for this sketch.

All three have taken up most of the market today, and each have their pros and cons. The Samsung has many customisation features, but can be complicated to use for first-timers. The Nokia is stylish and innovative, but it lacks in the variety of apps. The iPhone is simple and has essentially everything you need, but customisation is minimal and might be considered a “downgrade” for Android users.

Having that said, when you compare the product you are reviewing to something else, it gives viewers a better idea of what they might prefer. As different people come from different backgrounds, they might be inclined towards different things. From which can they benefit most from? Is an upgrade necessary? Which would meet their needs.

This point is also amplified in Marques Brownlee’s video review, when he talks about the iPhone 6 and how he is a “Googler” and prefers what they have to offer, as compared to what Apple can do for him. By comparing it to something else in the market based on his personal preferences, he gives others a clearer understanding of his background and how it works for him. From there, viewers would slowly be able to gauge whether or not it might work for them as well.