You're viewing a single thread.
Frequency and density.
The issue is that frequency and density is low so people become drivers and see transport as more expensive because they already pay the expense of car.
After that it would come via cohesion of the network: fares, navigability, timetabling etc. The fact first group has tap and go and then diamond has its own tap and go that doesn’t sync makes using transport a huge pain in the backside, similarly timetables are on different apps and places making it hard to navigate.
After that, it would come to the cost & hopper fares. Hopper fares allow for rationalisation of the network, lower fares could encourage usage. I like Scotland's idea of giving under 21s a free pass also, market subsidises it similar to the OAP pass but at times younger people are more likely to use.