If you poll non-shomer-shabbos Israelis (that do have some religious background, as opposed to 100% תינוקות שנשבו who know a nothing, or close to nothing about יידישקייט) if they are reform, conservative, or just non-observant, I would guess that an overwhelming majority would answer non-observant (לא-דתי).
However, in America I have heard of people being very religiously conservative, or reform.
Do you see the difference? The former say, I don't adhere to religious laws. The latter say, I am changing the religious laws to suit me. I define the religion!