'Nice Guys Finish Last' Myth Busted — 89% of Women Prefer Caring Men Over 'Bad Boys'

London: The age-old belief that women prefer 'bad boys' has been challenged by a comprehensive study conducted for Freeview channel Great Romance. Researchers quizzed women on the qualities they seek most in a partner, and the findings firmly upended traditional stereotypes.

A staggering 89% of women agreed that a caring personality is the number one most attractive quality in a man. Women are consistently won over by chivalrous behaviour — offering a jacket when it's chilly, carrying heavy luggage, and opening doors. About 77% of women cited financial security, and 75% valued warm facial features. Humour, ambition, and a love for travel also ranked exceptionally high.