I didn't grow up in the UK but I'm under the impression this was very normal and seen as polite not too long ago, is it still ? When we lived in the UK my wife was called love by random people, men and women, and she liked it .
I find it relatively inoffensive. I hear people say it occasionally but I live in Devon where people usually say "my lovely" or "m'dear" which I quite like.
I think it depends on a person's perceived intentions in doing so. I think it's quite often used as a term of endearment (though maybe not in my region), but I think it can also be used condescendingly. If I were to call a woman whom I'd just met "love", I think it would come across as the latter (it strikes me as completely insincere), whereas if I was in a relationship with the person, it might be felt to be more affectionate.
I don't see why women would find it offensive if their friends or a little, old lady called them that. I think they'd have an issue if they were called that by a fat builder from a rooftop though.
Where I'm from absolutely, loads of people over 40 call anyone of either gender love, younger guys not to each other but girls to guys, vice versa and girls to each other is normal.
Elsewhere not so common, though there are equivalents (duck, darling, pet, bab etc.) and generally the more middle class people are the less they'll use it.
I only use it sarcastically, ie a women pushes past me rudely in a shop "after you then, love!" I don't particularly like being called love, but somehow if an elderly person calls me it I don't mind so much?
I find it relatively inoffensive. I hear people say it occasionally but I live in Devon where people usually say "my lovely" or "m'dear" which I quite like.
I live in Devon too and I don't mind people calling me 'my lovely' or 'm'dear' but I think if someone called me 'love' then I'd have a problem with it as I find it quite patronising. 'my lovely' or 'm'dear' has always been used in a nice and friendly context towards me but 'love' isn't always used in a nice context, so I don't particularly like it. xD
I work in a customer facing environment. My punters are as from as wide a spectrum as you can imagine. Both sexes,all ages,all races,religions,lifestyles. You name it,ive seen it.
As soon as i eyeball my punter i make a nanosecond assessment of who/what they are and adapt my approach accordingly. In the first few seconds or even up to minutes i may modify to suit.
For some females to use the word in the general flow of conversation may work and be appropriate..more and more i find i dont use it.
If you feel offended by people calling you 'love' then don't come to my hometown in South Yorkshire It's a common, non-offensive thing to say - in fact, I'd go as far as saying it's positive unless used in a sarcastic way.
I find it depends on different situations. A man walked into me on the street yesterday (completely by accident) and said 'Oh, sorry love'. I didn't mind that. The landlord that I phoned at work last week who's only heard my name maybe twice said 'Well, thanks for that love', I kind of didn't mind that, but in future I'd prefer it if he paid attention to my name and used that. The engineer that works below me at work who knows my name and I always tell him it at the start of a conversation because he never saves the office number calls me 'love' at the end of almost every sentences - that annoys me to no end!