I would in fact guess that it's not common at all. Setting up your own cable modem and router is going to be intimidating for the average consumer, and the ISP's answer to any problems is going to be "use our box instead" and they don't want to be on their own that way. I don't know anyone outside of people who work in IT who runs their own home router, and even many of them just prefer to let the ISP take care of it.