Increased frequency in bus service reduces travel times and frees up time in the schedule of riders to do other productive things. The study I helped design for the Winston Salem State University Center for the Study of Economic Mobility found that "Employed bus riders spend 8.7 hours more a week in commuting time than equivalent workers taking vehicles. That averages to lost wages of $4,350 per year." A bus rider complained to me the other day that all the time lost in transit was like having a part-time job that didn't pay.
The WSSU study was conducted before increased frequency was started on 6 routes because of an NCDOT grant to mitigate the impact of Business 40 closing. During the week, I drive 4 of the 6 routes that have 30-minute frequency and I hear riders express their appreciation for the improved service. The story above came from a modification that was made to service paid for by the NCDOT. That morning as I pondered how increased frequency had helped his health status I was also struck by how word of mouth was the best way to communicate with passengers.