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Roger, you may have seen empty buses, such as when they are not in service for passengers, or heading to the start of their shift.
Also, when a bus starts its course, it may take on 5 or 6 passengers, but more will ascend at other bus stops.
You need to calculate the number of people who got on the bus during its whole course from starting point to destination.
It could also be that you see a bus half empty when it arrives at Pencester Road, because most passengers have descended at previous bus stops, such as Barton Road, Frith Road or any other road.
Therefore, in order to make an estimation on how many people travel by bus, and present this to Dover District Council for a future enhanced bus strategy, I would do an enhanced and thorough study beforehand.
This means physically travelling by bus now and again to become aware of the realities, which differ considerably to your view.