I didn't know that Austro-Hungarian citizens despised him but he was not very popular with the elites neither with the emperor. His views on, a federalist empire and universal suffrage (at least for men) was seen as dangerous for the empire. Although I found this article, and I quote:In Austria-Hungary, the Archduke had not been much loved. He was demanding, frequently bad tempered and authoritarian. "His reputed anti-Semitic and anti-Hungarian prejudices did not endear him to many of his future subjects". http://www.theglobeandmail.com/news/world/how-the-archdukes-assassination-came-close-to-being-just-another-killing/article19379097/?page=all On the anti hugarian prejudices it's true, that's why he wanted to make a more representative monarchy avoiding the hegemony that hungarians had on the government.