As the wearable tech market heats up with firms like Apple, Samsung and Google at the centre of a battle for supremacy, the latest figures from mobile research firm Flurry show that consumer appetite for fitness apps shows no sign of abating.

Often used in conjunction with wearable tech to provide analytics and workout feedback – although recent apps outlining celebrity workouts have also proved popular – daily usage of health and fitness apps has grown by 62 per cent over the last six months, according to Flurry. This represents a growth rate that is 87 per cent faster than the mobile apps industry as a whole.

The growth of fitness apps lagged behind the wider app market in 2013, so what has sparked this sudden frenzy of activity?

US-based Flurry says it’s a combination of increased product offerings from tech giants and greater integration with Facebook – making the use of fitness apps a more social experience. But, the firm says, the main driver is a niche group of users with a thirst for fitness.

Having analysed usage data for more than 6,800 health and fitness iOS applications in a sample of 10,000 devices, Flurry has identified what it calls the “Fitness Fanatics” – a group that uses health and fitness apps three more than the average person profiled.

Despite only comprising 48 per cent of all mobile consumers, women account for 62 per cent of the Fanatics, who are also most likely to be middle aged.

"By looking at all three charts, we have a pretty good picture of Fitness Fanatics,” the Flurry report states. “They are predominantly mothers age 25 to 54 who are sports fans and lead healthy lifestyles."

The firm cites a venture capital firm executive who believes around 30 per cent of US consumers will be tracking food, exercise, heart rate and other critical vital signs by wearing a mobile device. Flurry concludes that Fitness Fanatics will be the early adopters of the latest wearables, with marketing likely to reflect this.