More and more airlines are adopting this procedure as part of their Fuel Conservation programs, the savings per flight are small, but fleet wide they start to add up.
From a safety point of view, Thrust Reversers arent used in the calculation of your landing weight on dry runways, and they are actually pretty ineffective when compared to the other means of stopping.
You can expect to notice more airlines adopting this procedure, and some others that you probably didnt notice such as reduced landing flap.
Mutt