Just under a third of lovers call each other it - much higher that the second most popular, Love or Lovely. Only one in eight couples call each other that.
© Rex Features
The survey, by online sex toy retailer Lovehoney, found that these are then followed by Darling (11%), Sweetie or Sweetheart (9%) and Gorgeous (8%).
This has changed dramatically over the past 25 years. when Darling was the most popular, followed by Love and Sweetheart.
Lovehoney co-founder Neal Slateford said: "The way pet names have changed over the years show we are getting even more affectionate towards each other and a little less formal.
"As a nation, we are learning to lighten up when it comes to love and sex. That has to be a good thing."
The survey also showed that us Brits are as romantic as ever, with 72% viewing it as a great excuse to show a partner how much they're loved - and over a quarter will be purchasing a sex toy for their lover.
What do you call your lover? Tell us in our comments box below!
Read more: Do you have the ginger gene?
Read more: The anti-social network!
