Pretty good compared with my journey across Malta. 13km (8 miles). Timetabled for 52 minutes. Actually took nearly two hours.
When I lived (car-free) in Llanberis the 88 to Caernarfon took about 30 minutes to cover a journey that by the most direct route would be 7 miles. The 85 to Bangor took 50 minutes to cover an 11 mile journey. In both cases, what dragged out the time was the indirect route taken, in order to serve various villages en route, often involving some hairpin bends around tight village streets and in one case the 85 had to turn around and double back completely. So my bicycle is nipping at the heels of the bus routes for time, and then once you consider the lack of unsocial hour services the bike was the only option. All of the villages the 88 served were formerly served by trains. On the plus side, at least Express Motors used to put an open-topper out on a hot day.
By contrast I've had some good experiences in the Scottish Highlands. Mostly because the buses I used took reasonably direct routes rather than trying to serve everyone's front door.
This is a key issue. We often hear "my 15 minute drive would take three hours by public transport". Service frequencies and lack of integration are the cause for this.
I think that there is merit in an aspiration that "x% of the population should have an hourly-served public transport stop within a mile radius". You can add other amenities that should be available within a 15 minute walk (shops, GP surgeries etc.) but we'll stick with transport. Remote farms mean that we will never reach 100% but at least if we have a target to give most of the population access to public transport then we've got something to aim for. It would be interesting to know how many people currently have access to a usable service.
An issue is that the primary users of rural buses are pensioners, who are likely to have limited mobility and are not particularly time sensitive. However there is a balance to be had and bus routes should generally serve local stations at the correct times for rail connections. A direct rail-bus link with a wait of a few minutes compared to trudging across town to a bus station and waiting 40 minutes is a massive difference.
Going back to fares, I like the idea of a Deutschlandticket style scheme, even though it has had a relatively limited effect on ridership.
This seems to be due to a relatively limited portion of the country purchasing the ticket.
Would be interested to know what portion of the population uses public transport at least weekly, and if something could be rolled out. It would have to be along the lines of "free travel within x number of miles from home" instead of unlimited use on local trains, since a "local trains only" rule would make this offer incredibly generous to London commuters, who would absolutely overrun trains.
I would introduce a system of "forcing" people to purchase public transport passes - replacing ENCTS and Freedom pass schemes. I would like the cost to be flexible, based on location so someone who has 1 bus every day doesn't pay the same as someone who lives next to Kings cross, but with a cap of £100 a month and a floor of £20 a month, with an average of £40 a month.
The pass would also provide a discount on long distance rail travel of 33%, replacing age based railcards. It would also proportionally reduce the cost of travel outside of the zone, so a journey to a station 30 miles from home(assuming a 20 mile radius), would only cost 2/3 of 1/3 of the ticket price. The other thing I would do to is require all public sector employers to provide a pass, either as a perk or deducted from salaries.
If 60% of the population end up with a pass - which is a reasonable proposition given a massive coercion campaign, it would likely not lead to a substantial increase in subsidy to the public transport sector in and of itself.
Much of the issues with local buses can be solved with franchising hopefully bringing better connected, more stable and efficient timetables but some more funding would be required to bring a true improvement in rural bus services, however it will be difficult to bring working age people back to buses in rural areas, regardless of how good service is.