At least you are running some command from outside the virtual environment or you are creating a virtual environment with version 2 of Python (there pip3 will correspond to the pip of your system and not to that of your environment).
I'll give you the full recipe of how to do what you want, so it eliminates the possibility of doubts.
First of all, it's good to make it clear that you should not install django with the packages on your system. Both @jsbueno and @mgibsonbr and all the existing literature on django will tell you to create your application using a virtual environment.
First you will need virtualenv
. This I let you use the one from the system repository. Install the version according to the version of Python you want to use if you want to make your life easier, but in fact, it does.
With it installed, create a folder for your project and enter it:
mkdir super_project
cd super_project
Create a virtual environment:
virtualenv venv
Again, use the version of virtualenv according to the version of Python that you want. However, nothing prevents you from telling virtualenv which version of Python you want to take as a basis:
virtualenv venv -p /usr/bin/python3
Regardless of the way, the two commands will create a folder called venv
within the folder of your project:
super_project
└── venv
Now comes the most important step, activate the virtual environment:
source venv/bin/activate
Or simply:
. venv/bin/activate
Now you can install whatever you want:
pip install django==1.9.6
Since 1.9.6 is the latest stable version of django today, you do not need to make the version explicit by just doing:
pip install django
With django installed, you can start developing your application:
django-admin startproject project
cd project
python manage.py runserver
And that's it.