During our youth quite a few women are drawn to "bad boys". Today they may call it a guy with "swagger".
Essentially they want a guy who is confident and sometimes bordering on arrogance. These girls motto is:
"We ignore those who adore us and adore those who ignore us."
I've often said you could stick such a woman in a room with five guys and have four them get down on their knees before her extending their hearts while the 5th guy sits in a corner sipping on a cocktail acting as if she doesn't exist.
That will be the guy she wants to get to know!
She sees him as mysterious, a challenge, maybe even an element danger, he'll make her (earn) his attention and if she is aware other women wanting him the competition makes her all the more interested in him!
Another aspect is if a man is respected by other (men); women will tend to want to be with him as well. The captain of the football team, basketball team, manager, or any guy in a leadership role usually has no problem finding a girlfriend.
What often frustrates "nice guys" is a lot of women will automatically put them in the "friend zone" and spend tons of time crying on their shoulder or complaining about how insensitive or unromantic the "bad boy" is and yet they're afraid to turn off their cell phone because they don't want to miss his call!
The "nice guy" is not a challenge, he's "too nice", he puts her on a pedestal and she is uncomfortable with it, traits like being honest, reliable, dependable, and adoring are seen as "boring" and predictable. Some women actually may think the "nice guy" is "too good" for them and they don't want to break his heart!
Another factor about "bad boys" is they are usually not apprehensive about kissing and making sexual moves on women. Nice guys sometimes come off as nervous and clumsy when attempting be romantic. Again this goes back to "nice guys" not appearing confident.
However ultimately after a series of heartaches and being on the roller coaster of love, lust, and passion many women eventually decide that finding a "nice guy" is in their best interest. Many of them will feel like they "settled" because they will never be as passionate about the "nice guy" as they were with the "bad boy" but he's safer!
For many women being with a "nice guy" is a "practical decision".