In terms of usage, I hardly ever have the need to use "ma'am" I do, however, use "sir" rather frequently. In school I was taught to use "sir" and "miss" and I can't help but use them now, as I get older.
With friends parents it's always Missus, or Mister. I think it's all a matter of what I perceive as respectful.
I also happen to adore the term "ma'am" and on those occasions I do use it, I take a small joy in how lovely I think it sounds.
So, I think if you want to show a level of respect to an individual, Sir or Ma'am can be used. Other then that I think it obviously depends on how you've grown up and how oyu feel about it - personally.
*Hearts* Le Penguin.
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