Approximately 90% of US broadband households rent movies on a regular basis, The Diffusion Group says. Among consumers who rented movies from a traditional video rental store, 15% also use a pay-per-view service, 14% use a direct-mail service, and 12% use a video-on-demand service for their movie rentals. Online movie services, however, continue to have a negligible impact on rental behavior: less than 2% of adult broadband users have rented movies through online services and less than 1% use them with any frequency.