The Coleman study presented today (9/28) at the RAIN Summit East, just ahead of the NAB/RAB Radio Show, finds that streaming radio listeners are more aware of Internet-only stations than of the streamed versions of AM/FM stations. But surprisingly, Coleman’s Sam Milkman says those consumers are actually aware of a very small number of such channels. The company says “consumers who regularly use streaming audio can name 1.6 streaming audio brands on an unaided basis.” The Raleigh-based researcher says “this compares to 6 or 7 brands consumers can usually name for mature brand categories.” Its conclusion: streaming audio “is an undeveloped brand category.” In fact, the only brands with “meaningful awareness levels” are the services of AM/FM broadcasters, and pure-play Pandora. Fewer than 10% of streaming audio users knows about brands such as AOL Radio, Yahoo! Music Radio, Last.fm and Slacker, without being prompted. Even with all the talk about Pandora, Coleman says “Pandora is far from dominant. Only 28% of streaming audio consumers are aware of Pandora on an unaided basis and only 22% use it regularly.” More on the just-presented study, including a download of the report, here.