AP News ran a series on the "nones" in America. According to the series of articles:
“They are definitely not as turned off to religion as atheists and agnostics are...They practice their own type of spirituality, many of them.”
In fact, according to the data, only 7% of the "nones" described themeselves as "atheists" and 7% as "agnostics." The "nones" include a larger group of people who, according to AP:
"embrace a range of spiritual beliefs — from God, prayer and heaven to karma, reincarnation, astrology or energy in crystals"
These do tend to reject organized religion or feel they have been rejected by the same.
One might say that the "nones" are reshaping what religion in America means, not necessarily rejecting it outright.
The data above, however, is from the AP-NORC poll and is different from the Pew Research Center polls which also has collected data on "nones." The Pew Research Center specializes in religious data compared to AP-NORC and while they show very similar results, it is difficult to put a finger on exactly what the "nones" mean when they chose the label for themselves.
In some interviews I have read some people choose "none" merely because they refuse to be labeled, not because they have no belief or religion. So the data reflects this too, and this needs to be taken into account.