The Kyp Systems study said only 38% of respondents looked at cards they were given, but claimed 87% of respondents said they were more likely to keep and look at business cards that had engaging content or an innovative design.
"People still relish the business card swap as a real opportunity for direct contact, said Kyp Systems chief executive officer Nicholas Miller.
Companies need to ensure that their business cards work harder beyond the point of exchange.
The survey suggested that 68% of people held on to exchanged business cards and that 59% thought the practice would never become extinct.
Success on the cards for attention-grabbing designs
Two thirds of people don't look at business cards handed to them because they don't find them engaging, according to research.
