With more than 40% of the U.S. market, iShares has long been the leader in the U.S. ETF industry. But in recent years the competition has been gaining ground, thanks in part to more cost efficient products. According to the ETF Industry Association, Vanguard led all ETF issuers with almost $36 billion in cash inflows last year, handily exceeding the $28.8 billion iShares took in. Much of the difference in inflows between the two was related to a small group of ETFs linked to identical indexes but distinguished by cost differentials; the cheaper Vanguard funds drew significantly more interest than competing iShares ETFs. The biggest differential related to the emerging markets ETFs offered [see also The Ten Commandments of Commodity Investing]: Ticker ETF Index Expense Ratio 2011 Flows VWO Vanguard MSCI Emerging Markets ETF MSCI Emerging Markets Index 0.22% $7,808 EEM iShares MSCI Emerging Markets Index Fund MSCI Emerging Markets [...] Click here to read the original article on ETFdb.com. Related Posts: ETF Misnomers: Why You Never Judge A Fund By Its Cover iShares Rolls Out Commodity-Focused Equity ETFs Coming Soon To An ETF Near You: Finland, Small Cap UK Funds From iShares Ten New Year’s Resolutions For ETF Investors Top Ten Equity ETFs Of 2009