Do you say it loosely to just about everybody or limit to family and close friends?
Family and friends I love!
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I can count on one hand.
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Kids, mom and DH. End conversation like that and mean every word of it
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On a regular basis more immediate family. During phone calls or in person less frequently other family. During special moments, good friends, close co-workers (maybe), close neighbors.
My dog like a million times a day. 
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Family and a handful of close friends. Never want anyone to doubt it!
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I didn’t grow up with it (not that family didn’t love each other), so it was just my H and my kids for a long time.
Then my sister-in-law was killed in a car accident–much loved by my family as well as my H’s family. And I started it with all family members. It took mom a while to get used to it (her own family just never said that) but she did.
Always at ends of phone conversations (with family).
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Only close family and very occasionally a couple of very long term, very good friends.
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With kids and their families always and in recent years with my brother and favorite aunt when we say goodbye. Also, with close friends sometimes at tender moments. Lots of “I love you’s” this past summer as I said farewell to friends before my move. I’m glad most people have become more free with expressing emotion than was typical in my childhood.
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Only family and very close friends…and the dog.
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Growing up it was never said but implied. DH family always said it to each other and we raised our kids saying multiple times a day- I love when I hear my kids say it to each other. Also close friends and always the dog, lol.
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Husband and kids maybe once in a blue moon if someone has done a huge favor I might say “Love ya”.
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To each his own. But I will say, the more you say it, the more you feel comfortable saying it! Say it in happy times, fun times, sad times, comforting times. It can be felt and maybe felt differently in all those times.
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To my daughter probably every day (ending a phone conversation). To my father on occasion (maybe every couple of weeks - again on the phone). I guess I don’t actually say it much to my husband (probably because he is next to me every day all day). He is not a big I love you sayer (don’t think he says it to anybody).
That is it - nobody else - not my in-laws or best friends. I do have good friends who will say things like “I love you guys”, but that is not my style.
I hope it doesn’t sound bad to say that I truly feel the only people I do love are my daughter, husband, and father.
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I tell my family, my friends and my grand-cat “I love you!” as often as I can - I like saying it, I mean it when I say it, and it makes me feel good to let them know.
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Just to my husband and kids only, but mostly to my kids because I don’t live with them and when I talk to them on the phone.
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You wouldn’t say to your friendly neighbor for example?
I would not unless said neighbor was a dear friend.
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I’m in California, we’re friendly but not that close to any neighbor. We just say hello, wave, etc…
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On a daily basis only my kids. DH and I say it sometimes. I don’t say it to anyone else. Not my mom. Not my best friend of 50(!) years who I have talked to almost every day for those entire 50 years. It’s just not me.
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