There is a price elasticity of demand in relation to bus fares. The example of First being a prime example - a policy of hiking fares on a "captive market" has been reversed by improving fare value and, as a consequence, First are now recording like for like patronage increases.
Many bus operators do exactly the opposite, resulting in bus fares in many rural areas, where they think they have a captive market, being extremely and perhaps unfairly high.
A good example of this is on my local route run by Trent Barton, the 141 which runs a round about route, serving villages between Nottingham and Mansfield. The single fare between Nottingham and Hucknall is £2.30 as it is on their more direct Threes route. However, immediately that the 141 turns off the main road north of Hucknall towards the villages of Linby and Papplewick and leaves the Threes route the fare jumps up to a massive £3.50.
On the 141 route, as soon as the bus leaves Hucknall the fare charged is the same as from Mansfield 7 miles to the north. However, on the Threes route the fares go up gradually between Hucknall and Mansfield making it more expensive to travel from a village on the outskirts of Hucknall than is from most destinations much further north on the main Threes route.
I wrote to Trent Barton asking if this was a mistake and got the reply that the 141 was not a very profitable route for them to run commercially and if the hourly daytime service is to be maintained fares have to be high. From my observations, due to this high price, there are actually very few fare paying passengers who use this route from these villages and so Trent Barton are actually getting most of their income from concessions. I certainly always walk the half mile or so to the main road to get the cheaper Hucknall fare as do many others. It is also far cheaper to walk the mile or drive to Hucknall Station and travel into Nottingham on the train or tram. It is cheaper for a Day Return on the train from Hucknall to Nottingham than it is for a single on the 141 bus from a mile (20 minute walk) north of the station!
So to return to the original title of this thread
English bus usage continues to fall (in most places), in my case this is why I don't use my local village bus service.
Extortionate prices from Trent Barton in comparison with their other more profitable routes less than a miles walk away and also the fact that they have cut all evening and Sunday services over the years. However, the latter is not all Trent Barton's fault but as a result of cuts in County Council subsidies.