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Celebrities who bombard fans with Twitter updates are likely to have shorter careers than those who maintain an aura of mystique, according to a survey.

Easy access to stars through social networking websites has made them less appealing and increases the likelihood of followers getting bored, music consumer research by publishers Bauer Media said.

"In this social media age, it's all too easy to follow your musical icons on a minute-by-minute basis. There's a consensus within the industry that this ease of access is leading to artists losing appeal more quickly," the report said.

The music industry is starting to consider restricting access to certain types of artists in an attempt to boost their staying power in popular culture and lengthen their careers, it added.

Although younger fans surveyed said they were thrilled by the idea of 24-hour access to their favourite stars, older respondents said their interest was tempered by a hankering for the days when stars were "more special."

"Meeting bands isn't about waiting for 10 hours outside a gig these days -- you can buy a day out with your favourite band. But separation can be good -- knowing too much can kill off rock stars," said Nichola Browne, former editor of music magazine Kerrang!

Many celebrities have embraced Twitter as a way of communicating day-to-day musings as well promotional material with fans.

Tweets on US singer Katy Perry's page include: "What does it mean when you see the number 33 all the time? For instance, I've seen it over 7 times today."

While US actress Demi Moore, one of Twitter's most prolific celebrity users with over 3.5 million followers, wrote on Friday: "Kind of digging soft curls with a side part. A good change from straight with a middle part?"

(Read by Renee Haines. Renee Haines is a journalist at the China Daily Website.)

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(Agencies)